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Founded in 2003 / ISSN: 1696-019X / e-ISSN: 2386-3978 / Depósito Legal: M-5852-2003
DOI: 10.31921/doxacom
Issue number: 18, January-June 2014


José Patricio Pérez Rufí. Universidad de Málaga José Luis Navarrete Cardero. Universidad de Sevilla Francisco Javier Gómez Pérez. Universidad de Granada
Title Product Placement on Music Video: content analysis of brand placement in the YouTube users’ favourite music videos Summary This paper studies the product placement in the YouTube most viewed music videos in a month. Product placement is a technique that mixes different commercial communication strategies when used in an audio-visual vehicle. The main goal of this research is to know the way in which is used this commercial communication technique in the music video. We try to establish the suitability of the musical audio-visual production to communicate a commercial message. To that end, we apply a content analysis in the 50 most viewed music videos in YouTube in January 2013. We apply both quantitative and qualitative methodologies according to Méndiz that enumerate and evaluate the presence of brands on the screen. After the analysis, we conclude that this commercial strategy is extraordinarily usual, although not all music videos are suitable to include this kind of commercial messages. In the same way, some products and brands have found in this audio-visual format a right way to introduce their novelties in the market. Otherwise, the proximity to the television ads grammar is detrimental to the credibility of the discourse. Keywords Product placement; music video; YouTube; advertising; cultural industries.


doi: https://doi.org/10.31921/doxacom.n18a4


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