Television and gastronomy. Historical analysis of television programming from an advertising perspective

Abstract

Since the advent of television in Spain, cooking shows have occupied a prominent place in Spanish television schedule. Since the beginning of TV, kitchen has been a scenario of direct communication with the audience where an exchange of receipts, advices, recommendations and commercial mentions take place in a direct or indirect way. These programs have evolved gastronomic both formal and content, adapting to current trends both at all times and the demand of the audience, becoming one-way traditional formats in full gastronomic shows, reality shows and game shows genuine. This paper aims, first, on a historical tour of the most important television programs cuisine in Spain from an evolutionary perspective of formats taking in account the classification of Cheri Ketchum (2005). In second place, the objective is to study the presence of advertising brands in these programs and their evolution on TV. Through observation and qualitative analysis, we present a linear path through both the format of programs and the development of the advertising presence, from initial product placement to branded content strategy as intrinsic to these programs. We formulate the study analysis in Masterchef (TVE1, 2013-). It seems to be clear that there is a dependence of the two universes: gastronomy and TV, kitchen and advertising