摘要：El éxito mundial de Los Simpsons y su peculiar forma de retratar la realidad han motivado esta investigación, centrada específicamente en analizar la representación de las marcas publicitarias en la serie. Apartir de los resultados del análisis de contenido, puede concluirse que en Los Simpsons se representan marcas publicitarias reales, a las que se caricaturiza a partir de pequeñas variaciones en su identidad visual corporativa. Lo que se pretende, y se consigue, es hacer una crítica a las marcas en aquellos aspectos que forman parte del imaginario social, utilizándose para ello la técnica de product displacement.
其他摘要：This research was inspired by the worldwide success of The Simpsons and its unique way of portraying reality, and focuses specifically on analysing the brands featured in the series. Based on the results of our content analysis, it can be concluded that real advertising brands are represented in The Simpsons, however they are in fact caricatured and represented with slight variations to their real visual corporation identity. The aim, and indeed the result of this, is to criticise the brands on those aspects that are part of the social imaginary, using the technique of product displacement.
关键词：Los Simpsons; Publicidad Social; Crítica a la Publicidad; Product Placement; Critical Product Displacement.
其他关键词：The Simpsons; Social Advertising; criticism of advertising; Product Placement; Critical Product Displacement.
