Predominance of brand placement in the content of luxury women's magazines: Cases of the Spanish editions of Harper's Bazaar and Vanity Fair
Autor(a) principal: | |
---|---|
Data de Publicação: | 2023 |
Outros Autores: | , , |
Tipo de documento: | Artigo |
Idioma: | spa |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | https://doi.org/10.23882/rmd.23140 |
Resumo: | With the advance of new technologies, the media are entering a path marked by innovations in persuasive communication. New formats such as brand placement are making their way to face a media consumer society, where brands take control of the contents they expose. This research will try to capture the way in which these contents predominate and if they are really necessary for the normal development of the contents of high-end women's magazines, so considered due to their advantageous position in the market compared to their main competitors, as well as the segmentation of their audiences based on socioeconomic criteria in their search for an upper-middle class reader. Thus, the object of study is made up of two magazines belonging to different publishing groups that meet this requirement and have a comprehensive thematic line or related to the field of fashion as Harper's Bazaar or Vanity Fair, but analyzed from a market perspective at the national level. Therefore, with the use of mixed data collection techniques and the application of different variables of analysis, we will have results that will be decisive in demonstrating the predominance of the use of brand placement for the configuration of articles in these media, and thus prove the validity of the hypothesis. |
id |
RCAP_ada5f854c817384d240d78a1425b4b69 |
---|---|
oai_identifier_str |
oai:ojs2.revistamultidisciplinar.com:article/140 |
network_acronym_str |
RCAP |
network_name_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository_id_str |
7160 |
spelling |
Predominance of brand placement in the content of luxury women's magazines: Cases of the Spanish editions of Harper's Bazaar and Vanity FairPredominancia del brand placement en el contenido de las revistas femeninas de lujo: Casos de las ediciones españolas de Harper´s Bazaar y Vanity FairEmplazamientowebredes socialesHarper´´´s BazaarVanity Fairplacementwebsocial mediaHarpers BazaarVanity FairWith the advance of new technologies, the media are entering a path marked by innovations in persuasive communication. New formats such as brand placement are making their way to face a media consumer society, where brands take control of the contents they expose. This research will try to capture the way in which these contents predominate and if they are really necessary for the normal development of the contents of high-end women's magazines, so considered due to their advantageous position in the market compared to their main competitors, as well as the segmentation of their audiences based on socioeconomic criteria in their search for an upper-middle class reader. Thus, the object of study is made up of two magazines belonging to different publishing groups that meet this requirement and have a comprehensive thematic line or related to the field of fashion as Harper's Bazaar or Vanity Fair, but analyzed from a market perspective at the national level. Therefore, with the use of mixed data collection techniques and the application of different variables of analysis, we will have results that will be decisive in demonstrating the predominance of the use of brand placement for the configuration of articles in these media, and thus prove the validity of the hypothesis.Con el avance de las nuevas tecnologías, los medios de comunicación se adentran en un camino marcado por las innovaciones en la comunicación persuasiva. Nuevos formatos como el brand placement se hacen paso para hacer frente a una sociedad consumidora de medios, donde las marcas toman el control de los contenidos que estos exponen. Esta investigación tratará de plasmar la forma en la que estos contenidos predominan y si realmente son necesarios para el desarrollo normal de los contenidos propios de revistas femeninas de alta gama, así consideradas debido a su posición ventajosa en el mercado frente sus principales competidores, además de por la segmentación de sus públicos en base a criterios socioeconómicos en su búsqueda de un lector de clase media-alta. De esta manera, el objeto de estudio está conformado por dos revistas pertenecientes a diferentes grupos editoriales que cumplen con este requisito y que dispongan de una línea temática integral o relacionada con el ámbito de la moda como Harper’s Bazaar o Vanity Fair, pero analizadas desde una perspectiva de mercado a nivel nacional. Por ello, con el uso de técnicas de recopilación de datos de carácter mixto y la aplicación de diferentes variables de análisis, se dispondrán de unos resultados que serán determinantes para demostrar la predominancia en el uso del emplazamiento de marca para la configuración de los artículos de dichos soportes, y así comprobar la validez de la hipótesis.NMd, Núcleo Multidisciplinar2023-04-11info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdftext/htmlhttps://doi.org/10.23882/rmd.23140https://doi.org/10.23882/rmd.23140[RMd] RevistaMultidisciplinar; Digital society and participatory culture; 5-22[RMd] RevistaMultidisciplinar; Sociedad digital y cultura participativa; 5-22[RMd] Revue Multidisciplinaire; Société digitale et culture participative; 5-22[RMd] RevistaMultidisciplinar; Sociedade Digital e Cultura Participativa; 5-222184-549210.23882/rmd.v5n2reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAPspahttps://revistamultidisciplinar.com/index.php/oj/article/view/140https://revistamultidisciplinar.com/index.php/oj/article/view/140/159https://revistamultidisciplinar.com/index.php/oj/article/view/140/179Direitos de Autor (c) 2023 Daniel Guerrero Navarro, Carmen Cristófol Rodr´íguez, Antonio Miguel Almaida Gálvez, Paula Meliveo Noguésinfo:eu-repo/semantics/openAccessGuerrero Navarro, DanielCristófol Rodríguez, CarmenAlmaida Gálvez, Antonio MiguelMeliveo Nogués, Paula2024-03-16T07:04:58Zoai:ojs2.revistamultidisciplinar.com:article/140Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T17:49:27.208528Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Predominance of brand placement in the content of luxury women's magazines: Cases of the Spanish editions of Harper's Bazaar and Vanity Fair Predominancia del brand placement en el contenido de las revistas femeninas de lujo: Casos de las ediciones españolas de Harper´s Bazaar y Vanity Fair |
title |
Predominance of brand placement in the content of luxury women's magazines: Cases of the Spanish editions of Harper's Bazaar and Vanity Fair |
spellingShingle |
Predominance of brand placement in the content of luxury women's magazines: Cases of the Spanish editions of Harper's Bazaar and Vanity Fair Guerrero Navarro, Daniel Emplazamiento web redes sociales Harper´´´s Bazaar Vanity Fair placement web social media Harpers Bazaar Vanity Fair |
title_short |
Predominance of brand placement in the content of luxury women's magazines: Cases of the Spanish editions of Harper's Bazaar and Vanity Fair |
title_full |
Predominance of brand placement in the content of luxury women's magazines: Cases of the Spanish editions of Harper's Bazaar and Vanity Fair |
title_fullStr |
Predominance of brand placement in the content of luxury women's magazines: Cases of the Spanish editions of Harper's Bazaar and Vanity Fair |
title_full_unstemmed |
Predominance of brand placement in the content of luxury women's magazines: Cases of the Spanish editions of Harper's Bazaar and Vanity Fair |
title_sort |
Predominance of brand placement in the content of luxury women's magazines: Cases of the Spanish editions of Harper's Bazaar and Vanity Fair |
author |
Guerrero Navarro, Daniel |
author_facet |
Guerrero Navarro, Daniel Cristófol Rodríguez, Carmen Almaida Gálvez, Antonio Miguel Meliveo Nogués, Paula |
author_role |
author |
author2 |
Cristófol Rodríguez, Carmen Almaida Gálvez, Antonio Miguel Meliveo Nogués, Paula |
author2_role |
author author author |
dc.contributor.author.fl_str_mv |
Guerrero Navarro, Daniel Cristófol Rodríguez, Carmen Almaida Gálvez, Antonio Miguel Meliveo Nogués, Paula |
dc.subject.por.fl_str_mv |
Emplazamiento web redes sociales Harper´´´s Bazaar Vanity Fair placement web social media Harpers Bazaar Vanity Fair |
topic |
Emplazamiento web redes sociales Harper´´´s Bazaar Vanity Fair placement web social media Harpers Bazaar Vanity Fair |
description |
With the advance of new technologies, the media are entering a path marked by innovations in persuasive communication. New formats such as brand placement are making their way to face a media consumer society, where brands take control of the contents they expose. This research will try to capture the way in which these contents predominate and if they are really necessary for the normal development of the contents of high-end women's magazines, so considered due to their advantageous position in the market compared to their main competitors, as well as the segmentation of their audiences based on socioeconomic criteria in their search for an upper-middle class reader. Thus, the object of study is made up of two magazines belonging to different publishing groups that meet this requirement and have a comprehensive thematic line or related to the field of fashion as Harper's Bazaar or Vanity Fair, but analyzed from a market perspective at the national level. Therefore, with the use of mixed data collection techniques and the application of different variables of analysis, we will have results that will be decisive in demonstrating the predominance of the use of brand placement for the configuration of articles in these media, and thus prove the validity of the hypothesis. |
publishDate |
2023 |
dc.date.none.fl_str_mv |
2023-04-11 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://doi.org/10.23882/rmd.23140 https://doi.org/10.23882/rmd.23140 |
url |
https://doi.org/10.23882/rmd.23140 |
dc.language.iso.fl_str_mv |
spa |
language |
spa |
dc.relation.none.fl_str_mv |
https://revistamultidisciplinar.com/index.php/oj/article/view/140 https://revistamultidisciplinar.com/index.php/oj/article/view/140/159 https://revistamultidisciplinar.com/index.php/oj/article/view/140/179 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf text/html |
dc.publisher.none.fl_str_mv |
NMd, Núcleo Multidisciplinar |
publisher.none.fl_str_mv |
NMd, Núcleo Multidisciplinar |
dc.source.none.fl_str_mv |
[RMd] RevistaMultidisciplinar; Digital society and participatory culture; 5-22 [RMd] RevistaMultidisciplinar; Sociedad digital y cultura participativa; 5-22 [RMd] Revue Multidisciplinaire; Société digitale et culture participative; 5-22 [RMd] RevistaMultidisciplinar; Sociedade Digital e Cultura Participativa; 5-22 2184-5492 10.23882/rmd.v5n2 reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
repository.mail.fl_str_mv |
|
_version_ |
1799131575232757760 |