The advertising in Spanish Television after the law 8/2009 of Financing of the Corporation of Radio and Television Spanish. Analysis through the MasterChef case

  • María Gallardo Rodríguez Universidad de Sevilla.
  • Rodrigo Elías Zambrano Universidad de Cádiz.
  • Gloria Jiménez-Marín Universidad de Sevilla.
DOI: https://doi.org/10.5209/PEPU.60921
Keywords: Product placement, cultural sponsor, Radio Televisión Española, Law 8/2009, MasterChef.

Abstract

The start up of Law 8/2009 of Financing of the Spanish Radio and Television Corporation meant the introduction of a new financing format for public radio broadcasting in Spain (RTVE). One of the most relevant measures of this law was the elimination of advertising in public Spanish Television, which involved a considerable reduction of capital in the coffers of the public corporation.

In this paper, we study the hypothesis that Televisión Española repeatedly fails to comply with the limitations of this law. Through the case of MasterChef exemplify and analyze events in which Spanish Television, under the labels of collaborations or cultural patronage, introduces illicit advertising in its programs, thereby leaving the private channels at a disadvantage and misleading the public about the nature of informational-advertising messages.

For this, a critical analysis of the discourses of the program is carried out, from which conclusions are drawn that are very much in line with the hypothesis that motivates us to think about the imminent need for reform of the mechanisms of control or the formulas for financing public television from Spain (RTVE).

Downloads

Download data is not yet available.
View citations

Article download

Crossmark

Metrics

Published
2018-07-16
How to Cite
Gallardo Rodríguez M., Elías Zambrano R. y Jiménez-Marín G. (2018). The advertising in Spanish Television after the law 8/2009 of Financing of the Corporation of Radio and Television Spanish. Analysis through the MasterChef case. Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias, 12, 53-74. https://doi.org/10.5209/PEPU.60921
Issue
Vol. 12 (2018)
Section
Articles

License

In order to support the global exchange of knowledge, the journal Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias is allowing unrestricted access to its content as from its publication in this electronic edition, and as such it is an open-access journal. The originals published in this journal are the property of the Complutense University of Madrid and any reproduction thereof in full or in part must cite the source. All content is distributed under a Creative Commons Attribution 4.0 use and distribution licence (CC BY 4.0). This circumstance must be expressly stated in these terms where necessary. You can view the summary and the complete legal text of the licence.