PRODUCT PLACEMENT OF HOLLYWOOD CINEMA IN FILMS AIMED AT A YOUNG AUDIENCE. (ANALYSIS OF CASES OF THE AUTOMOBILE SECTOR)

Abstract

Product placement has existed in its most primitive way since the early days of cinema. Currently, due to the saturation of conventional advertising, this technique reaches its greatest splendor when brands appear in an environment without competition and as a natural element of the plot. The automobile sector has been present from the beginning and both (cinema and automobile) soon understood the expressive possibilities that were offered. Currently, it has become an effective tool to connect with young audiences, especially in large blockbusters, taking it to its maximum exponent in films such as Transformers (2007), considering it an unprecedented type of location, since it has been possible to quantify a clear cause-effect relationship in the company's sales, to a young audience between 18 and 34 years old. Throughout this investigation, we will verify this effectiveness through a historical review of automobile locations, a content analysis following the methodology proposed by Méndiz in 2001, for advertising locations in the cinema, analyzing three specific cases (Transformers, Iron Man and Terminator Salvation) and finally, we will carry out several structured interviews with experts in the field of locations.