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La Función De Comunicación Comercial Del Product Placement Y Su Influencia En Los Sistemas De Producción Audiovisual

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La Función De Comunicación Comercial Del Product Placement Y Su Influencia En Los Sistemas De Producción Audiovisual UNIVERSIDAD COMPLUTENSE DE MADRID FACULTAD DE CIENCIAS DE LA INFORMACIÓN Departamento de Comunicación Audiovisual y Publicidad I LA FUNCIÓN DE COMUNICACIÓN COMERCIAL DEL PRODUCT PLACEMENT Y SU INFLUENCIA EN LOS SISTEMAS DE PRODUCCIÓN AUDIOVISUAL. MEMORIA PARA OPTAR AL GRADO DE DOCTOR PRESENTADA POR Luis Antonio Movilla Mengual Bajo la dirección del doctor Emilio García Fernández Madrid, 2009 • ISBN: 978-84-692-6754-7 UNIVERSIDAD COMPLUTENSE DE MADRID FACULTAD DE CIENCIAS DE LA INFORMACIÓN DEPARTAMENTO DE COMUNICACIÓN AUDIOVISUAL Y PUBLICIDAD I TESIS DOCTORAL LA FUNCIÓN DE COMUNICACIÓN COMERCIAL DEL PRODUCT PLACEMENT Y SU INFLUENCIA EN LOS SISTEMAS DE PRODUCCIPRODUCCIÓNÓN AUDIOVISUAL LUIS ANTONIO MOVILLA MENGUAL DIRECTOR DR. D. EMILIO GARCÍA FERNÁNDEZ MADRID 2008 A quienes estudian no solo para saber más, sino para ignorar menos. SUMARIO PÁG. AGRADECIMIETOS.................................................................................................. 9 PRIMERA PARTE: INTRODUCCIÓN METODOLÓGICA 1. SITUACIÓ GEERAL .......................................................................... 13 2. PUTOS CETRALES ............................................................................ 18 3. OBJETIVOS E HIPÓTESIS DE TRABAJO......................................... 20 4. FACTORES DE RESTRICCIÓ ....................................................................... 22 5. EL MÉTODO ........................................................................................................ 23 SEGUNDA PARTE: UNA APROXIMACIÓN AL CONOCIMIENTO DEL PRODUCT PLACEMENT 6. HISTORIA DEL PRODUCT PLACEMET .......................................... 27 6.1. Origen y antecedentes históricos.................................................................. 27 6.2. Historia del product placement en Estados Unidos ..................................... 31 6.3. Historia del product placement en España................................................... 44 7. DEFIICIÓ DEL PRODUCT PLACEMET....................................... 73 7.1. Terminología................................................................................................ 74 7.2. Modalidades de product placement ............................................................. 77 7.3. Uso del product placement en diferentes soportes y medios ....................... 78 7.3.1. Product placement en los videojuegos................................................ 79 3 7.3.2. Product placement en la literatura ...................................................... 82 7.3.3. Product placement en la radio............................................................. 84 7.3.4. “Product placement” en celebridades o personajes mediáticos ......... 85 7.4. El product placement y otras formas de comunicación comercial .............. 88 7.4.1. Publicidad televisiva o cinematográfica.............................................. 88 7.4.2. Patrocinio televisivo............................................................................ 90 7.4.3. Publicidad estática en televisión o cine............................................... 91 7.4.4. Publicity .............................................................................................. 92 7.5. Condicionantes en la definición del product placement .............................. 93 7.5.1. Condicionante económico o compensatorio ....................................... 93 7.5.2. La intencionalidad............................................................................... 97 8. TIPOLOGÍA DEL PRODUCT PLACEMET ........................................ 99 8.1. Product placement pasivo............................................................................ 99 8.2. Product placement activo .......................................................................... 105 8.3. Product placement verbal o guionizado .................................................... 108 8.4. Product placement hiperactivo .................................................................. 110 8.5. Product placement musical o music placement......................................... 113 9. LEGALIDAD DEL PRODUCT PLACEMET E ESPAÑA ............. 115 9.1. Regulación legislativa................................................................................ 116 9.2. Enfoque deontológico ................................................................................ 123 4 TERCERA PARTE: FUNCIONES DE COMUNICACIÓN DEL PRODUCT PLACEMENT 10. ESTADO DE LA CUESTIÓ ............................................................... 129 11. PUTO DE PARTIDA: TÉCICAS BELLOW THE LIE ............... 135 12. OBJETIVOS DEL PRODUCT PLACEMET ..................................... 136 13. VETAJAS Y RIESGOS PARA EL AUCIATE ......................... 153 13.1. Ventajas del product placement............................................................... 153 13.2. Riesgos del product placement ................................................................ 165 14. LA EFICACIA DEL PRODUCT PLACEMET................................... 176 14.1. Medición de la eficacia ............................................................................ 179 14.2. Relación de estudios de eficacia del product placement ......................... 192 14.2.1. Estudio de eficacia en Rocky III (1982) ........................................ 193 14.2.2 .Estudio de eficacia en La Reina anónima (1993) ......................... 194 14.2.3. Estudio Mediaedge:cia: ¿Es eficaz en España el product placement visto en películas (2003)?........................................................................... 195 14.3. Conclusiones sobre la medida de la eficacia............................................. 199 15. EL PRODUCT PLACEMET Y SU RELACIÓ CO LA MARCA 203 15.1. Aportaciones del product placement a las funciones de la marca ........... 205 16. EL PRODUCT PLACEMET COMO MODELO DE COMUICACIÓ PERSUASIVA DE MASAS .................................. 211 16.1. El Neuromarketing................................................................................... 213 16.2 .Influencias del product placement en las formas de persuasión.............. 216 16.3. El product placement y los criterios de convicción de la persuasión ...... 219 5 16.4 Principales mecanismos psicológicos del ser humano en relación al product placement .......................................................................................................... 221 CUARTA PARTE: AGAGENTESENTES DECISORES Y LA FUNCIÓN DE PRODUCCIÓN 17. EL SISTEMA DEL PRODUCT PLACEMET..................................... 227 17.1. Principales agentes del sistema................................................................. 229 17.2. Fases del proceso del product placement ................................................. 230 17.2.1. El anunciante.................................................................................. 231 17.2.2. La productora................................................................................. 236 17.2.3. La agencia de product placement .................................................. 238 17.3. Modalidades de pago ................................................................................ 240 17.4 .El contrato................................................................................................. 245 18. LA FUCIÓ DEL PRODUCT PLACEMET E LA PRODUCCIÓ AUDIOVISUAL ....................................................................................... 249 18.1. Estado de la cuestión................................................................................ 249 18.2. Objetivos del product placement para la producción .............................. 254 18.3. Riesgos para la producción ...................................................................... 267 18.4. El product placement dentro de las fases de la producción..................... 272 18.4.1. Preproducción ............................................................................... 274 18.4.1.1. El guión ........................................................................... 274 18.4.1.2. La escenografía ............................................................... 295 18.4.1.3. El presupuesto................................................................. 322 18.4.2. Producción .................................................................................... 325 6 18.4.2.1. El product placement en los procesos básicos de la realización audiovisual ................................................................................................. 325 18.4.3. Postproducción...................................................................................... 356 18.4.3.1. El montaje......................................................................................... 356 QUINTA PARTE: EL FUTURO DEL PRODUCT PLACEMENT. TENDENCIAS Y RETOS. 19. EL ADVERTAIMET........................................................................... 367 20. LA COSOLIDACIÓ DEL SISTEMA Y LA TRASPARECIA DEL EGOCIO ....................................................................................... 388 SEXTA PARTE: CONCLUSIONES 21. COCLUSIOES.................................................................................... 393 BIBLIOGRAFÍA ........................................................................................................ 397 RELACIÓ DE PRODUCTOS CULTURALES CITADOS................................. 417 AEXOS...................................................................................................................... 421 7 AGRADECIMIENTOS “El agradecimiento
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