{"id":104920,"date":"2018-03-11T10:28:13","date_gmt":"2018-03-11T10:28:13","guid":{"rendered":"https:\/\/www.deberes.net\/tesis\/sin-categoria\/la-efectividad-de-los-emplazamientos-negativos-de-marcas-en-el-cine\/"},"modified":"2018-03-11T10:28:13","modified_gmt":"2018-03-11T10:28:13","slug":"la-efectividad-de-los-emplazamientos-negativos-de-marcas-en-el-cine","status":"publish","type":"post","link":"https:\/\/www.deberes.net\/tesis\/ciencias-economicas\/la-efectividad-de-los-emplazamientos-negativos-de-marcas-en-el-cine\/","title":{"rendered":"La efectividad de los emplazamientos negativos de marcas en el cine."},"content":{"rendered":"<h2>Tesis doctoral de <strong> Jorge  Francisco Bernal Peralta <\/strong><\/h2>\n<p>Introducci\u00f3n entrevista a wolfgang becker, director de good bye, lenin! becker cuenta que ni coca-cola ni burger king quer\u00edan aparecer en la pel\u00edcula. Les enviamos el gui\u00f3n y les explicamos que era una iron\u00eda, que no pretend\u00edamos ofender a nadie. Finalmente aceptaron, pero tuvimos que pagar por utilizar su imagen e incluso cambiamos alguna cosa que no les gustaba. Creo que somos la primera pel\u00edcula a la que no pagan por sacar sus marcas. Es bastante incre\u00edble, \u00c2\u00bfverdad? deber\u00edamos revisar esa parte del contrato. Con la publicidad que les estamos haciendo ya es hora de que nos paguen algo. el pa\u00eds, 8 de diciembre de 2003 (v\u00e9ase en el anexo 3) estas espont\u00e1neas declaraciones del director de good bye, lenin! manifiestan el gran desconocimiento existente entre cineastas y anunciantes sobre la efectividad de los emplazamientos negativos de marcas en pel\u00edculas. ciertamente lo m\u00e1s habitual es hacer los emplazamientos en contextos positivos y que los anunciantes, a cambio de la previsible mejora de imagen, aporten recursos econ\u00f3micos o en especie para aliviar los gastos de la pel\u00edcula. Pero a veces el gui\u00f3n exige que las marcas aparezcan en contextos negativos, que intuitivamente rechazan los anunciantes por temor a que se deteriore la imagen de sus productos.<\/p>\n<p>&nbsp;<\/p>\n<h3>Datos acad\u00e9micos de la tesis doctoral \u00ab<strong>La efectividad de los emplazamientos negativos de marcas en el cine.<\/strong>\u00ab<\/h3>\n<ul>\n<li><strong>T\u00edtulo de la tesis:<\/strong>\u00a0 La efectividad de los emplazamientos negativos de marcas en el cine. <\/li>\n<li><strong>Autor:<\/strong>\u00a0 Jorge  Francisco Bernal Peralta <\/li>\n<li><strong>Universidad:<\/strong>\u00a0 Aut\u00f3noma de Madrid<\/li>\n<li><strong>Fecha de lectura de la tesis:<\/strong>\u00a0 16\/11\/2010<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3>Direcci\u00f3n y tribunal<\/h3>\n<ul>\n<li><strong>Director de la tesis<\/strong>\n<ul>\n<li>Ignacio Redondo Bell\u00f3n<\/li>\n<\/ul>\n<\/li>\n<li><strong>Tribunal<\/strong>\n<ul>\n<li>Presidente del tribunal: Javieremilio Alonso rivas <\/li>\n<li>eva marina Reinares lara (vocal)<\/li>\n<li>Mar\u00eda Puelles gallo (vocal)<\/li>\n<li>Mar\u00eda  olga Bocigas solar (vocal)<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Tesis doctoral de Jorge Francisco Bernal Peralta Introducci\u00f3n entrevista a wolfgang becker, director de good bye, lenin! becker cuenta que [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""}},"footnotes":""},"categories":[82,2428,1302],"tags":[24217,204941,146363,211847,106578,30922],"class_list":["post-104920","post","type-post","status-publish","format-standard","hentry","category-ciencias-economicas","category-investigacion-operativa-en-la-empresa","category-organizacion-y-gestion-de-empresas","tag-eva-marina-reinares-lara","tag-ignacio-redondo-bellon","tag-javieremilio-alonso-rivas","tag-jorge-francisco-bernal-peralta","tag-maria-olga-bocigas-solar","tag-maria-puelles-gallo"],"_links":{"self":[{"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/posts\/104920","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/comments?post=104920"}],"version-history":[{"count":0,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/posts\/104920\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/media?parent=104920"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/categories?post=104920"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/tags?post=104920"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}