Volumes 3&4 – 2011/12 – Tourism Issue (TR02)

El Brand Placement em las Series Audiovisuales como Nueva Alternativa Publicitária

Noelia Araújo Vila1 and José Antonio Fraiz Brea  1

1 University of Vigo, Spain

To cite this text:

Vila, N. A. & Brea, J. A. F. (2012), El Brand Placement em las Series Audiovisuales como Nueva Alternativa Publicitária, Percursos & Ideias, Vol. 3&4, pp. 21-31.

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From the mid-nineteenth century onwards, the liberal city of Porto witnessed the mass arrival of northern people fleeing the enormous problems of Portuguese rurality at the time, where hunger and poverty continued to rage out of control. In less than half a century, the census of 1864 and 1890 show that the city’s population has increased so much, that it was required to solve the huge housing problem. Due to the excess of labour supply and the inflation, wages were low and so the residential solution was the construction of islands: long rows with tiny houses without drinking water or cross-ventilation, built side The advertising industry has had to catch the attention of the 21st century consumer, who does not fit in conventional advertising tools like in previous decades. New unconventional tools appear, such as brand placement or sponsorships. Among them, brand placement stands out for its effectiveness as it includes a product or brand as part of a script in an audiovisual product (especially fiction series).Therefore, this article takes the concept of brand placement to finally carry out a content analysis of a Spanish today’s series with high audience rates.


Brand placement, Advertising, Audiovisual series, Brand, Product.