Abstract

BOIX-ROMERO, Julián; VILAPLANA-APARICIO, María J.  and  ORTIZ, María J.. Product placement analysis in three Netflix original series. Comun. soc [online]. 2021, vol.18, e8001.  Epub June 20, 2022. ISSN 0188-252X.  https://doi.org/10.32870/cys.v2021.8001.

Advertising has encountered an obstacle with the proliferation of platforms like Netflix and this has sparked a boost in product placement. Through a content analysis, this exploratory study examines the use of product placement in three of Netflix’ original series to understand how it behaves on this platform. The results indicate that it is a settled formula, but that the type of location or the number of brands is determined by the plot. Likewise, the fact that the audience is not restricted to a specific country seems to favor the presence of global brands.

Keywords : advertising; Netflix; product placement; video on demand; content analysis.

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