Product placement en el videoclip musical mainstream: análisis de los casos más visualizados en YouTube de 2015 a 2019

DOI: https://doi.org/10.5209/esmp.69212

Abstract

The phenomenon of product placement develops transversally in all current audiovisual formats. However, a greater presence of brands has been observed in messages such as music video, central formats on social networks of audiovisual content such as YouTube. The study is carried out on a sample of 125 most viewed music videos, in which the brands and types of products, the location, presence and place of the location, as well as other variables of appreciation are analyzed. After a few years where the advertising technique remained stagnant in this format, an important increase is found, as well as a location profile that prioritizes luxury objects, clothing from well-known brands, and an integration profile.

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Author Biographies

Ana Sedeño-Valdellos, Universidad de Málaga

PhD in Audiovisual Communication and Professor in the Department of Audiovisual Communication and Advertising at the University of Malaga (Spain). Her research deals with music in relation to audiovisual media (The language of the video and contemporary film music) and audiovisual practices in the contemporary scene from an historical or educational perspective, with special emphasis on facts art as the VJ, the mapping or videodance. In connection with them she has published several books such as "Language of the music video", "Contemporary Music in Film", "Analysis of contemporary cinema: aesthetic strategies, narrative and staging" or "History of video art in Spain". Some of her articles are publish in several academics reviews.

Hanna Schubert, University of Malaga

Master en Producción y Direccion de Cine Publicitario en Makkers School (Madrid) y Graduada en Publicidad y RRPP por la Universidad de Málaga.

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Published
2020-10-29
How to Cite
Sedeño-Valdellos A. y Schubert H. (2020). Product placement en el videoclip musical mainstream: análisis de los casos más visualizados en YouTube de 2015 a 2019. Estudios sobre el Mensaje Periodístico, 26(4), 1599-1610. https://doi.org/10.5209/esmp.69212
Issue
Vol. 26 No. 4 (2020)
Section
Articles

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