El nacimiento del "Emplazamiento de Producto" en el contexto de la I Guerra Mundial: Hollywood y el período 1913-1920 como marcos de referencia/The birth of "product placement" in the context of the First World War: Hollywood and the period 1913-1920 as framework

Both the First and the Second World War meant the beginning of most of the technologies, concepts and formats that have to do with contemporary communication, especially with regard to propaganda and commercial communication. This research proposes the period of World War I as the most significant f...

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Bibliographic Details
Published in:Historia y comunicación social 2013-01, Vol.18, p.139
Main Authors: Mas, Juan Salvador Victoria, Noguero, Alfonso Méndiz, Martín, José Borja Arjona
Format: Article
Language:Spanish
Subjects:
Communication
Motion pictures
Product placement
Propaganda
Studies
World War I
Online Access:Get full text
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Summary:Both the First and the Second World War meant the beginning of most of the technologies, concepts and formats that have to do with contemporary communication, especially with regard to propaganda and commercial communication. This research proposes the period of World War I as the most significant framework in establishing the model and concept of the technique named "product placement", as applied to film production and circumscribed, especially, to Hollywood movies. To do this, we determine a concept based on the different authors who have addressed the issue, we present various historical currents regarding its origin, and -finally- try to decide in what period begins to realize most of the defining features of the technique [PUBLICATION ABSTRACT]
ISSN:1137-0734
1988-3056