La presencia de marcas de moda en prime time: La Revuelta de TVE.
Introduction: The collaboration or placement of brands in audiovisual content and the hiring of celebrities (influencers) as endorsers are not new techniques; however, they have gained renewed momentum in the digital society, particularly in areas traditionally restricted to conventional advertising...
| Published in: | Revista Latina de Comunicación Social no. 84; pp. 1 - 49 |
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| Main Authors: | , |
| Format: | Article |
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Revista Latina de Comunicacion Social
2026
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| Subjects: | |
| Online Access: | View this record in EBSCOhost |
| fields | @attributes: recordID: 1 pdfLink: plink: https://search.ebscohost.com/login.aspx?direct=true&db=ssf&AN=191911980&site=ehost-live header: @attributes: shortDbName: ssf uiTerm: 191911980 longDbName: Social Sciences Full Text (H.W. Wilson) uiTag: AN controlInfo: bkinfo: jinfo: jid: 11385820 3912 jtl: Revista Latina de Comunicación Social issn: 11385820 maglogo: N pubinfo: dt: 2026 iid: 84 pid: 46547 pub: Revista Latina de Comunicacion Social artinfo: ui: 191911980 10.4185/rlcs-2026-2492 ppf: 1 ppct: 48 formats: fmt: @attributes: type: P size: 11.6MB tig: atl: La presencia de marcas de moda en prime time: La Revuelta de TVE. aug: au: Fernández Rincón, Antonio Raúl Hernández Gómez, Onésimo Samuel affil: Universidad de Murcia. España su: Spain Advertising Television programs Television Brand integration Product placement Audiovisual materials Influencer marketing Clothing industry sug: subj: Advertising Television programs Television Spain Outdoor Advertising Other Services Related to Advertising Other Clothing Stores All other clothing stores Family Clothing Stores Clothing and clothing accessories merchant wholesalers Other Apparel Knitting Mills Cut and Sew Apparel Contractors Consumer Electronics Repair and Maintenance Motion Picture and Video Production Brand integration Product placement Audiovisual materials Influencer marketing Clothing industry keyword: Brand placement Collaborating brands Fashion brands Emplazamiento de marcas Influencers La Revuelta Marcas colaboradoras Marcas de moda Prime time TVE Brand placement Collaborating brands Fashion brands Emplazamiento de marcas Influencers La Revuelta Marcas colaboradoras Marcas de moda Prime time TVE ab: Introduction: The collaboration or placement of brands in audiovisual content and the hiring of celebrities (influencers) as endorsers are not new techniques; however, they have gained renewed momentum in the digital society, particularly in areas traditionally restricted to conventional advertising. This study examines the presence of fashion brands as collaborators on La Revuelta, one of the most-watched television programs in Spain. Methodology: We analyzed the first 58 episodes aired in 2024 through a content analysis approach to identify the characteristics of these brands, the duration and manner of their placement, as well as their connections to the content, characters, and guests. Results: Among the fashion brands collaborating with the program, we observe a coexistence between small-scale brands--mainly aligned with youthful and urban styles--and large multinational corporations producing sportswear. Discussion: In the collaboration format, brand presence on screen is not mediated by a financial transaction, yet it can generate comparable visibility. This approach can be particularly advantageous for independent, small-scale, or emerging brands. By serving as an alternative to conventional advertising or product placement, it enables these brands to compete on equal footing, reaching large audiences. Conclusions: The association of brands with the various personalities appearing on the program is not incidental; rather, it appears to be guided by a criterion of affinity between the brands and the character and/or personality of these individuals. pubtype: Academic Journal doctype: Article src: R language: Spanish refInfo: copyright: @attributes: flag: N holdings: @attributes: islocal: N |
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