From Storytelling to a Participatory Culture. Analysis of a Historical Case Study on Reverse Product Placement in the Spanish Communication
- Víctor Álvarez-Rodríguez Universidad de Cádiz https://orcid.org/0000-0003-4918-4261
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- Gloria Jiménez-Marín Universidad de Sevilla https://orcid.org/0000-0003-0252-3975
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- María del Mar Ramírez-Alvarado Universidad de Sevilla https://orcid.org/0000-0002-0810-7879
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Abstract
This paper is an investigation on the use of the inverse product placement tool in the context of Spanish commercial communication in a pioneering way. It is an exploration of the application of a technique that served as a vehicle to build the prototypical discourse. We are talking about the case that happened with the Limón & Nada brand of Coca-Cola. We have used an exploratory-descriptive methodology divided into phases. First, a bibliographical analysis of this practice has been carried out. Next, the creative Ángela Pacheco has been interviewed, who provides a pragmatic vision of the process. Finally, a qualitative analysis is carried out by crossing the data from the previous phases. As a result, we reached a study that detects the communicative dimensions related to this pioneering technique within our historical context.
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