SciELO - Scientific Electronic Library Online

vol.19Message framing and self-efficacy. An analysis in social health campaigns in young SpaniardsCommunication, body, and emotions. Incorporating emotional dimension to communication research author indexsubject indexsearch form
Home Pagealphabetic serial listing  

Services on Demand




Related links

  • Have no similar articlesSimilars in SciELO


Comunicación y sociedad

Print version ISSN 0188-252X


ALVAREZ-RODRIGUEZ, Víctor  and  SELVA-RUIZ, David. Wonka Chocolates: fictional brand analysis. Comun. soc [online]. 2022, vol.19, e7874.  Epub Oct 03, 2022. ISSN 0188-252X.

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.

Keywords : Advertising; narrative; marketing; transmedia; communication12.

        · abstract in Spanish | Portuguese     · text in English | Spanish     · English ( pdf ) | Spanish ( pdf )