Product placement en el cine colombiano de género comedia del año 2010 al 2018

Abstract

The product placement is the technique of making mentions or show products in audiovisual content in order to be part of the story and not simply as advertising, this form of advertising began to flourish in the cinema in the 30s in the United States, and continues in our days with a great presence in highly popular and economically successful films. This practice has been previously analyzed with mostly American and foreign films, but for Colombian producers a way to generate income for financing purposes, is still under explored. Taking into account the above, this research aims to analyze the use of product placement in Colombian cinema of comedy, in search of interpreting the situational context of brands and films, as well as the forms of product placement present in them.