{"id":3663,"date":"2017-07-03T00:00:00","date_gmt":"2017-07-02T22:00:00","guid":{"rendered":"https:\/\/v3rtice.srvcactus.com\/2017\/07\/03\/el-product-placement-que-es-i-com-es-fa\/"},"modified":"2025-06-05T09:41:56","modified_gmt":"2025-06-05T07:41:56","slug":"el-product-placement-que-es-i-com-es-fa","status":"publish","type":"post","link":"https:\/\/v3rtice.srvcactus.com\/ca\/blog\/el-product-placement-que-es-i-com-es-fa\/","title":{"rendered":"El product placement: qu\u00e8 \u00e9s i com es fa"},"content":{"rendered":"<div style=\"text-align: justify;\">\n<p>Probablement a tots ens hagi passat que, inconscientment, mentre v\u00e8iem una s\u00e8rie o una pel\u00b7l\u00edcula; hagi aparegut una marca o s&#8217;hagi fet menci\u00f3 del seu\u00a0nom\u00a0enmig de la narrativa. I la reacci\u00f3 molt possiblement sigui de desconcert, un \u201cper\u00f2 qu\u00e8 fa aix\u00f2 aqu\u00ed?\u201d. Doncs es tracta, ni m\u00e9s ni menys, que del product placement i \u00e9s una forma de publicitat que ha arribat per quedar-se. Avui, en el blog de V3rtice, ag\u00e8ncia de comunicaci\u00f3 a Barcelona, ens acostarem a un dels nous formats m\u00e9s demandats per les marques i a la regulaci\u00f3 que ha hagut d&#8217;establir la legislaci\u00f3 espanyola per evitar abusos per part de les empreses.<\/p>\n<p>&nbsp;<\/p>\n<\/div>\n<div style=\"text-align: justify;\">\n<p>L&#8217;empla\u00e7ament de producte va indistintament associat a les produccions audiovisuals. Pel\u00b7l\u00edcules, s\u00e8ries, v\u00eddeos musicals i fins a videojocs. Consisteix en la inserci\u00f3 de marques, missatges o productes dins de la hist\u00f2ria que s&#8217;est\u00e0 explicant i com a principal avantatge enfront dels espots tradicionals tenim la impossibilitat que el consumidor \u201cdesconnecti\u201d de l&#8217;anunci.<\/p>\n<p>De la mateixa manera que a molts dels teleespectadors els pot donar mandra quedar-se en el sof\u00e0 mentre apareix el bloc publicitari; i aprofiten per fer altres coses; si durant la seva s\u00e8rie favorita el personatge apareix prenent-se una Pepsi no pode fer molt m\u00e9s ja que ja hauran rebut el missatge sense voler-ho. De la mateixa manera, el principal desavantatge \u2013a m\u00e9s de les restriccions legals- \u00e9s que l&#8217;elaboraci\u00f3 del missatge est\u00e0 supeditada a la narrativa de la pe\u00e7a audiovisual, no \u00e9s tan emmotllable.<\/p>\n<p>&nbsp;<\/p>\n<\/div>\n<div style=\"text-align: justify;\">\n<p>Existeixen diferents varietats d&#8217;empla\u00e7ament de producte, que van des del passiu (el producte apareix sense interacci\u00f3 en pl\u00e0nol. Per exemple, si es veu una fam\u00edlia esmorzant\u00a0i damunt de la taula de la cuina tenen un pot de melmelada Hero) fins a l&#8217;actiu amb al\u00b7lusi\u00f3 (els personatges interactuen amb el producte i es refereixen positivament a ell. Per exemple, mentre esmorzen; la filla comenta al seu pare \u201cPassa&#8217;m la melmelada Hero, que \u00e9s la m\u00e9s bona\u201d). Com coment\u00e0vem una mica m\u00e9s amunt, la legislaci\u00f3 espanyola no ha cregut oport\u00fa tolerar indiscriminadament el product placement, aix\u00ed que ha incl\u00f2s la seva regulaci\u00f3. A Espanya, el p\u00fablic deu ser informat clarament quan el programa inclou aquest tipus de publicitat. Tampoc es pot incitar directament a la compra ni sobrevalorar\u00a0la marca.<\/p>\n<p>&nbsp;<\/p>\n<\/div>\n<div style=\"text-align: justify;\">I fins a aqu\u00ed el nostre petit rep\u00e0s per l&#8217;empla\u00e7ament de producte. Com haureu comprovat, t\u00e9 els seus avantatges i els seus inconvenients. El que \u00e9s clar \u00e9s que s&#8217;est\u00e0 convertint en un dels favorits de les marques. Seguiu atents el nostre blog de V3rtice per a nous temes!<\/div>\n","protected":false},"excerpt":{"rendered":"<p><span>Probablement a tots ens hagi passat que, inconscientment, mentre v&egrave;iem una s&egrave;rie o una pel&middot;l&iacute;cula; hagi aparegut una marca o s&#8217;hagi fet menci&oacute; del seu&nbsp;nom enmig de la narrativa. I la reacci&oacute; molt possiblement sigui de desconcert, un &ldquo;per&ograve; qu&egrave; fa aix&ograve; aqu&iacute;?&rdquo;.<\/span><\/p>\n","protected":false},"author":15,"featured_media":24543,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[111],"tags":[],"class_list":["post-3663","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-comunicacion-pr-ca"],"acf":[],"dsm_author":{"name":"B3rtriz","avatar_url":"https:\/\/secure.gravatar.com\/avatar\/55cce72eebdf84af1d876317ada2ae9d3e58da4a2ecb496d40eaeb716d24e2d5?s=96&d=mm&r=g","archive_link":"https:\/\/v3rtice.srvcactus.com\/ca\/author\/beatriz\/","biodata":""},"dsm_categories":[{"term_name":"Comunicaci\u00f3 &amp; RR.PP.","term_id":111,"term_link":"https:\/\/v3rtice.srvcactus.com\/ca\/category\/comunicacion-pr-ca\/"}],"dsm_attachment_categories":[],"dsm_featured_image":{"thumbnail":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/product-placementblog-v3rtice-150x150.jpg","medium":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/product-placementblog-v3rtice-300x150.jpg","medium_large":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/product-placementblog-v3rtice-768x384.jpg","large":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/product-placementblog-v3rtice.jpg","1536x1536":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/product-placementblog-v3rtice.jpg","2048x2048":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/product-placementblog-v3rtice.jpg","et-pb-post-main-image":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/product-placementblog-v3rtice.jpg","et-pb-post-main-image-fullwidth":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/product-placementblog-v3rtice.jpg","et-pb-portfolio-image":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/product-placementblog-v3rtice.jpg","et-pb-portfolio-module-image":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/product-placementblog-v3rtice.jpg","et-pb-portfolio-image-single":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/product-placementblog-v3rtice.jpg","et-pb-gallery-module-image-portrait":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/product-placementblog-v3rtice.jpg","et-pb-post-main-image-fullwidth-large":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/product-placementblog-v3rtice.jpg","et-pb-image--responsive--desktop":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/product-placementblog-v3rtice.jpg","et-pb-image--responsive--tablet":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/product-placementblog-v3rtice.jpg","et-pb-image--responsive--phone":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/product-placementblog-v3rtice.jpg","full":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/product-placementblog-v3rtice.jpg"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - 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