Carmen Cristófol Rodríguez

Análisis del brand placement en las revistas femeninas. Hibridación de discursos: informativo, publicitario y de la moda

This research is based on the hypothesis that fashion discourse in high-end womens magazines is a hybridisation of informative and advertising discursive genres. The objective of this article is to validate a proposed methodology for brand placement analysis in fashion magazines. Based on the concepts of hybridisation and product placement, we will try to identify the signals of product placement in women’s magazines and we will carry out a content analysis of a representative sample. Four main discursive categories arise: two categories of pure discourse (advertising and information) and two categories of hybridized discourses (manifestation and integration). The results show that there is a pre-eminence of the hybridized discourse in women’s magazines, and a strong link between informative discourse, advertising discourse and fashion brand discourse. On that way our first hypothesis is refuted by the results of the investigation: two kinds of brand placement exists, manisfestation when it´s possible observed some ortotipografic change or integration, when not.

Análisis del brand placement en las revistas femeninas. Hibridación de discursos: informativo, publicitario y de la moda / Analysis methodology of brand placement in women’s magazines. Hybridization of discourses: informative discourse, advertising (...)

This research is based on the hypothesis that fashion discourse in high-end womens magazines is a hybridisation of informative and advertising discursive genres. The objective of this article is to validate a proposed methodology for brand placement analysis in fashion magazines. Based on the concepts of hybridisation and product placement, we will try to identify the signals of product placement in women’s magazines and we will carry out a content analysis of a representative sample. Four main discursive categories arise: two categories of pure discourse (advertising and information) and two categories of hybridized discourses (manifestation and integration). The results show that there is a pre-eminence of the hybridized discourse in women’s magazines, and a strong link between informative discourse, advertising discourse and fashion brand discourse. On that way our first hypothesis is refuted by the results of the investigation: two kinds of brand placement exists, manisfestation when it´s possible observed some ortotipografic change or integration, when not.

La Violencia en la Mirada: conflicto, infancia y televisión

Miquel Rodrigo Alsina-out in the prologue of the importance and scope of this book interdisciplinary: the analysis of child violence on television and the need to define it.