Las estrellas de Hollywood como prescriptores en el spot publicitario: un activo para las marcas y anunciantes

Abstract

It is true that the prescriber is characterized by recommending and speak well about the qualities and benefits of a brand, product or service. However, given the postmodern society in which we live we conceive that advertising with film star uses a more indirect narrative concept, to the point that almost seems no prescription. Whereupon, the article, based on an analysis of a sample of 41 spots argues that reputation, transtextuality and mythic power of the Hollywood star are the reasons leading brands to engage actors in Hollywood and roll spots that waive the requirement for another sustained direct what is called in Narratology enunciadoras or discursive instances where the author / s (for us the actor), the implied author (for us the star) and the character of the story, involved convey the idea of the advertiser. This is explained further how the famous benefits of brand recognition and brand awareness and image of the prescriber. Notoriety, transtextualidad and power become legendary for the brand in what Aaker (2002) active calls. This will force us to determine: the reputation of the actor on par with the brand, features and roles of characters and the image of the star. What happens to these three levels favors announced the sale of the object and at the same time, a confluence between these narrative elements and visibility, identity and brand values occurs.