{"id":69283,"date":"2004-10-07T00:00:00","date_gmt":"2004-10-07T00:00:00","guid":{"rendered":"https:\/\/www.deberes.net\/tesis\/sin-categoria\/marcas-y-ficcion-televisiva-el-product-placement-en-las-teleseries-espanolas-1991-2002\/"},"modified":"2004-10-07T00:00:00","modified_gmt":"2004-10-07T00:00:00","slug":"marcas-y-ficcion-televisiva-el-product-placement-en-las-teleseries-espanolas-1991-2002","status":"publish","type":"post","link":"https:\/\/www.deberes.net\/tesis\/malaga\/marcas-y-ficcion-televisiva-el-product-placement-en-las-teleseries-espanolas-1991-2002\/","title":{"rendered":"Marcas y ficci\u00f3n televisiva: el product placement en las teleseries espa\u00f1olas (1991-2002)"},"content":{"rendered":"<h2>Tesis doctoral de <strong> Cristina Del Pino Romero <\/strong><\/h2>\n<p>La tesis doctoral se estructura en tres partes en las que se estudia y analiza la modalidad publicitaria conocida como product placement (emplazamiento de producto o patrocinio de producci\u00f3n). En la primera de ellas se lleva a cabo un acercamiento al contexto en el que se investiga esta forma publicitaria: las series de ficci\u00f3n. Tras una referencia al caso estadounidense, se analizan las series espa\u00f1olas, desde la d\u00e9cada de los 70 hasta nuestros d\u00edas. As\u00ed mismo, se estudia el concepto en s\u00ed del product placement y su implantaci\u00f3n en las producciones audiovisulaes de nuestro pa\u00eds.  tambi\u00e9n se estudia la situaci\u00f3n legal de esta forma de comunicaci\u00f3n y los principales modelos de negociaci\u00f3n que se han creado en torno a ella.  la segunda parte est\u00e1 centrada en el estudio de los aspectos m\u00e1s significativos -g\u00e9nesis, tem\u00e1tica, escenarios y personajes- de las seis series que constituyen nuestro objeto de estudio: farmacia de guardia, lleno por favor, m\u00e9dico de familia, el s\u00faper, al salir de clase y periodistas.  en la tercera y \u00faltima parte, se lleva a cabo un pormenorizado an\u00e1lisis del emplazamiento de producto bajo el ep\u00edgrafe de \u00abinvestigaci\u00f3n aplicada\u00bb, en la que se vuelca lo m\u00e1s relevante de los 2.047 casos de presencia de marcas encontrados en las series. Todos los casos de product placemente se analizan desde cinco puntos de vista o dimensiones fundamentales: la senctorial (sectores y categor\u00edas de producto m\u00e1s usuales en esta forma de comunicaci\u00f3n), temporal (duraci\u00f3n de los emplazamientos en la pantalla y su evoluci\u00f3n en el tiempo), ubicaci\u00f3n (relevancia del producto emplazado en la composici\u00f3n del plano), contextual (relaci\u00f3n entre las marcas o productos y los elementos contextuales: personajes, escenarios, di\u00e9resis) y tipol\u00f3gica (tipo de emplazamiento m\u00e1s usual y efectivo: activo, hiperactivo, pasivo y verbal).  la tesis presenta una novedosa metodolog\u00eda, con resultados esclarecedores y \u00fatiles p<\/p>\n<p>&nbsp;<\/p>\n<h3>Datos acad\u00e9micos de la tesis doctoral \u00ab<strong>Marcas y ficci\u00f3n televisiva: el product placement en las teleseries espa\u00f1olas (1991-2002)<\/strong>\u00ab<\/h3>\n<ul>\n<li><strong>T\u00edtulo de la tesis:<\/strong>\u00a0 Marcas y ficci\u00f3n televisiva: el product placement en las teleseries espa\u00f1olas (1991-2002) <\/li>\n<li><strong>Autor:<\/strong>\u00a0 Cristina Del Pino Romero <\/li>\n<li><strong>Universidad:<\/strong>\u00a0 M\u00e1laga<\/li>\n<li><strong>Fecha de lectura de la tesis:<\/strong>\u00a0 10\/07\/2004<\/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>Alfonso M\u00e9ndiz Noguero<\/li>\n<\/ul>\n<\/li>\n<li><strong>Tribunal<\/strong>\n<ul>\n<li>Presidente del tribunal: justo Villafa\u00f1e gallego <\/li>\n<li>Francisco Garc\u00eda Garc\u00eda (vocal)<\/li>\n<li>Mar\u00eda isabel De salas nestares (vocal)<\/li>\n<li>  (vocal)<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Tesis doctoral de Cristina Del Pino Romero La tesis doctoral se estructura en tres partes en las que se estudia [&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 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