Product placement in Brazilian prime time television: the case of the reception of a telenovela.: An article from: Journal of Broadcasting & Electronic Media

This digital document is an article from Journal of Broadcasting & Electronic Media, published by Broadcast Education Association on September 22, 2001. The length of the article is 8506 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.

From the author: Brazilian telenovelas--popular prime-time serial melodramas--have traditionally used product placement to help finance production costs. In the last decade, this strategy has become a central force influencing narrative choices. This paper discusses product placement in Brazilian telenovelas through an in-depth analysis of a recent show, The Cattle King. Ethnographic data on its reception focuses on the role of gender, geographic location, and cultural capital in viewers' interpretations of textual insertions.

Citation Details
Title: Product placement in Brazilian prime time television: the case of the reception of a telenovela.
Author: Antonio C. La Pastina
Publication:Journal of Broadcasting & Electronic Media (Refereed)
Date: September 22, 2001
Publisher: Broadcast Education Association
Volume: 45 Issue: 4 Page: 541(17)

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