<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>0188-252X</journal-id>
<journal-title><![CDATA[Comunicación y sociedad]]></journal-title>
<abbrev-journal-title><![CDATA[Comun. soc]]></abbrev-journal-title>
<issn>0188-252X</issn>
<publisher>
<publisher-name><![CDATA[Universidad de Guadalajara, Departamento de Estudios de la Comunicación Social]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0188-252X2022000100402</article-id>
<article-id pub-id-type="doi">10.32870/cys.v2022.7874</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Chocolates Wonka: análisis de la marca de ficción]]></article-title>
<article-title xml:lang="en"><![CDATA[Wonka Chocolates: fictional brand analysis]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Álvarez-Rodríguez]]></surname>
<given-names><![CDATA[Víctor]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Selva-Ruiz]]></surname>
<given-names><![CDATA[David]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad de Cádiz  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Spain</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad de Cádiz  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Spain</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>00</month>
<year>2022</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>00</month>
<year>2022</year>
</pub-date>
<volume>19</volume>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S0188-252X2022000100402&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S0188-252X2022000100402&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S0188-252X2022000100402&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen Este artículo analiza la marca de ficción Wonka a través del uso de la herramienta de product placement inverso. Cuenta con una metodología exploratorio-descriptiva que ha necesitado de una revisión bibliográfica y de entrevistas en profundidad a los expertos responsables de la marca. Los resultados ilustran su tratamiento en el mercado reflexionando sobre su identidad transmedia. Se construye así una visión sobre la aplicación de esta técnica a través del estudio de caso de una práctica publicitaria que ha sido muy poco investigada en el ámbito académico.]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo Este artigo analisa a marca fictícia Wonka por meio do uso da ferramenta de colocação reversa de produtos. Possui uma metodologia exploratório-descritiva que exigiu revisão bibliográfica e entrevistas em profundidade com os especialistas responsáveis pela marca. Os resultados ilustram seu tratamento no mercado refletindo sobre sua identidade transmídia. Assim, constrói-se uma visão sobre a aplicação desta técnica através do estudo de caso de uma prática publicitária pouco investigada no meio acadêmico.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract This paper analyzes the fictional brand Wonka by means of the reverse product placement tool. The methodology is exploratory-descriptive which has required a bibliographic review and in-depth interviews with the experts responsible for the brand. The results illustrate how it is dealt with in the market, reflecting on its transmedia identity. In this way, a view on how this technique is applied is built up with a case study of an advertising practice on which there has been little academic research.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Publicidad]]></kwd>
<kwd lng="es"><![CDATA[narrativa]]></kwd>
<kwd lng="es"><![CDATA[marketing]]></kwd>
<kwd lng="es"><![CDATA[transmedia]]></kwd>
<kwd lng="es"><![CDATA[comunicación]]></kwd>
<kwd lng="pt"><![CDATA[Publicidade]]></kwd>
<kwd lng="pt"><![CDATA[narrativa]]></kwd>
<kwd lng="pt"><![CDATA[marketing]]></kwd>
<kwd lng="pt"><![CDATA[transmídia]]></kwd>
<kwd lng="pt"><![CDATA[comunicação]]></kwd>
<kwd lng="en"><![CDATA[Advertising]]></kwd>
<kwd lng="en"><![CDATA[narrative]]></kwd>
<kwd lng="en"><![CDATA[marketing]]></kwd>
<kwd lng="en"><![CDATA[transmedia]]></kwd>
<kwd lng="en"><![CDATA[communication12]]></kwd>
</kwd-group>
</article-meta>
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