出版社：Faculty of Communications of the Pontificia Universidad Católica de Chile
摘要：This historical, diachronic, descriptive and analytical study examines the advertising strategies in cartoons: indirect and well-established advertising, surreptitious and unregulated, emerging and unknown strategies and cross-media and transmedia actions. The research shows that the indirect modality is typical of European cinema, while the surreptitious one is present in all films. Credit-roll is the most abundant strategy, although its brevity veils it; there is a great presence of product placement and brand placement, barely noticeable due to its subtlety, and enhanced by its animated nature. Besides licensed products, there are interactive marketing actions (multiplatforms, Web 2.0) that produce transfers of audiovisual consumption in related industries and connected circles. Received: 04-14-2015 / Accepted: 08-23-2016
关键词：cartoons;animated film;advertising strategies;persuasive messages;cross-media;transmedia;cartoons;cine de animación;estrategias publicitarias;mensajes persuasivos;cross-media;transmedia;cartoons;cinema de animação;estratégias publicitárias;mensagens persuasivas;cross-mídia;transmídia
