Product placement in Brazilian prime time television:: The case of the reception of a telenovela

被引:29
|
作者
La Pastina, AC [1 ]
机构
[1] Texas A&M Univ, Dept Speech Commun, College Stn, TX 77843 USA
关键词
D O I
10.1207/s15506878jobem4504_1
中图分类号
G2 [信息与知识传播];
学科分类号
05 ; 0503 ;
摘要
Brazilian telenovelas-popular prime-time serial melodramas-have traditionally used product placement to help finance production costs. In the last decade, this strategy has become a central force influencing narrative choices. This paper discusses product placement in Brazilian telenovelas through an in-depth analysis of a recent show, The Cattle King. Ethnographic data on its reception focuses on the role of gender, geographic location, and cultural capital in viewers' interpretations of textual insertions.
引用
收藏
页码:541 / 557
页数:17
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