The Reverse Product Placement in Spanish Fiction: The Case of Velvet
Abstract
This paper is a study on the application of the advertising tool known as reverse product placement in Spanish fiction. Furthermore, its development is analyzed in detail through a case originating in a television series, more specifically, the range of perfumery and jewelry products derived from Velvet (2013-2016) developed by Antena 3. To this end, we have applied an exploratory-descriptive methodology divided into different phases: firstly, a bibliographic exploration of the state of the question that supports the study has been carried out; secondly, we’ve had an in-depth interview with Nicolás Gruber, director of new businesses at Atresmedia and finally, the previously obtained results have been compared, constituting an analysis that detects the dimensions of this technique and its results. As a result, this research reflects on the possibilities of transmedia advertising in the present communicational context and its relationship with the audience.
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