O product placement na televisão portuguesa

: uma análise da telenovela "Mar Salgado" e do Talent Show "Factor X"

Abstract

The television advertising traditional model has generated scepticism regarding its efficacy. The large number of ads and the mechanisms that provide the zapping practice obliged marketeers to look for other ways to reach their target audience. The product placement appears as a possibility of reply and in Portugal this method has grown from program to program. This work is an example of the use of product placement in portuguese programs. With this aim in mind two different programs, the soap opera “Mar Salgado” and the talent show “Factor X”, shall be analysed on the ground of the product placement strategic types studied throughout the work. As a complement a questionnaire has been prepared with a view to raise awareness of the perception, opinion and memory that the soap opera fans have about product placement.

Date of Award	11 Feb 2016
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Catarina Duff Burnay (Supervisor)