文章基本信息

标题：El nacimiento del “Emplazamiento de Producto” en el contexto de la I Guerra Mundial: Hollywood y el período 1913-1920 como marcos de referencia
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作者：Juan Salvador Victoria Mas ; Alfonso Méndiz Noguero ; José Borja Arjona Martín 等
期刊名称：Historia y Comunicación Social
印刷版ISSN：1137-0734
电子版ISSN：1988-3056
出版年度：2013
卷号：18
期号：0
页码：139-155
DOI：10.5209/rev_HICS.2013.v18.43419
语种：Spanish
出版社：Servicio de Publicaciones de la Universidad Complutense
摘要：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.
其他摘要：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.
关键词：Product placement;Commercial communication;Movies;Hollywood;First World War;Emplazamiento de producto;Comunicación comercial;Películas;Hollywood;I Guerra Mundial
其他关键词：Product placement; Commercial communication; Movies; Hollywood; First World War