Cartoons, advertising and transmediality

Authors

  • Anna Amorós Pons Universidad de Vigo, Pontevedra, España
  • Patricia Comesaña Comesaña Universidad Isabel I, Burgos, España

DOI:

https://doi.org/10.7764/cdi.39.752

Keywords:

cartoons, animated film, advertising strategies, persuasive messages, cross-media, transmedia

Abstract

This historical, diachronic, descriptive and analytical study examines the advertising strategies in cartoons: indirect and wellestablished 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.

Author Biographies

Anna Amorós Pons, Universidad de Vigo, Pontevedra, España

Tenured Professor of Audiovisual Communication and Advertising (UdV). She holds a Ph.D. in Sciences of the Communication (UAB). IP Group I + DCS2. Screenwriter and director of Documentaries. Honorary Journalist 2010-Vigo Press Association. Good Practices Prize for non-sexist communication 2012- Associació de Dones Periodistes de Catalunya. Professor: EINA, UAB and USC. Head of the Communications Office Col.legi of Directors of Cinema of Catalonia (Barcelona). Director of Obradoiros de Cine-AGAG. Coordinator of AUGAL (Audiovisual Consortium of Galicia/AGADIC). Member of the Advisory Committee of the White Paper of the Galician Audiovisual Sector and of the Evaluation Committee for Grants to the audiovisual sector (Xunta de Galicia).

Patricia Comesaña Comesaña, Universidad Isabel I, Burgos, España

Member of the Communication Department (Isabel I University of Burgos). She is part of the Research Group "Economy in the Digital Age". Ph.D. in Advertising, Public Relations and Audiovisual Communication (UdV, 2011). Degree in Advertising and Public Relations (UdV, 2009). Specialist in Advertising, Marketing and Consumer UdV, (2011) and in Directorate of Communication and Education for Consumption (UdV, 2006). Degree in Advertising and Public Relations (UdV, 2005). Diploma in Primary Education (UdV, 2002). Investigating Member of the R&D Team CS2 (UdV, 2009-2013). Invited teacher at UdV (2007-2008 and 2009-2010). Technique of Integral Training Solutions (Adquiero - Grupo Femxa, Vigo). Winner of several prizes of creativity.

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Published

2016-12-30

How to Cite

Amorós Pons, A., & Comesaña Comesaña, P. (2016). Cartoons, advertising and transmediality. Cuadernos.Info, (39), 165–180. https://doi.org/10.7764/cdi.39.752

Issue

No. 39 (2016): Dossier: Comunicación y género: viejos problemas, nuevos desafíos

Section

OTHER TOPICS