Abstract

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.  https://doi.org/10.32870/cys.v2022.7874.

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.

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