Publicity and society. From imaginary denotation to real connotation / Publicidad y sociedad. De la denotación imaginaria a la connotación real

Abstract

This essay invites the reader to consider the influence of advertising on the social imaginary. Brand placement is a powerful tool of communication; which do advertisers in their commercial strategy frequently use. The reasons are strong: it is much cheaper to use brand placement within a fiction programme than to pay for a commercial during an advertising break; also, the effectiveness is guaranteed because the products and brands are seen by the business` target group. This is because the market segment fits in the social group that follows the audiovisual programme. The persuasive key lies in the audience’s identification with the characters. This is especially so when the potential customers come back home after an exhausting day looking forward to enjoying the therapeutic qualities of television that cinema gave them in the past.

Keywords

• Brand placement
• advertising
• social influence
• marketing strategy
• persuasive communication