This paper analyzes the fictional brand Wonka through the use of the reverse product placement tool. It has an exploratory-descriptive methodology that has required a bibliographic review and in-depth interviews with the experts responsible for the brand. The results illustrate its treatment in the market reflecting on its transmedia identity. In this way, a vision on the application of this technique is constructed through the study of a case of an advertising practice that has been little investigated in the academic field.
CITATION STYLE
Álvarez-Rodríguez, V., & Selva-Ruiz, D. (2022). Wonka Chocolates: Fictional brand analysis. Comunicacion y Sociedad (Mexico). Universidad de Guadalajara. https://doi.org/10.32870/cys.v2022.7874
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