A Vespa for Luca

The incursion of real brands in Pixar movies

Authors

DOI:

https://doi.org/10.24310/Fotocinema.2023.vi26.15527

Keywords:

cine, animación, publicidad, product placement, pixar

Abstract

This paper is a theoretical exploration of the application of the advertising placement tool in Pixar's animated films. Specifically, it is analyzed in the presence of real brands and fictitious brands in different films of the film company and their importance in the story. In an overall reading, the work carried out with the Vespa brand for the film Luca (Casarosa, 2021) stands out with special attention. It is an unprecedented case in the company's history and is paradigmatic for its storydoing. To carry out this study, an exploratory-descriptive methodology has been applied where the issue is deepened using audiovisual measurement and narratology tools. As a result, we obtain a qualitative study that reflects the importance of the use of commercial communication as a technique to design and communicate unique and interpretable stories by the contemporary viewer.

 

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Author Biographies

  • Víctor Álvarez-Rodríguez, University of Cádiz
    University of Cádiz
  • Gloria Jiménez-Marín, University of Seville
    University of Seville
  • David Selva-Ruiz, University of Cádiz
    University of Cádiz

References

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Published

2023-01-31

Dimensions

PlumX

Citations

Crossref
Scopus
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Europe PMC

Issue

No. 26 (2023): The stylization of popular comic culture in Spanish cinema

Section

Miscellany

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How to Cite

Álvarez-Rodríguez, V., Jiménez-Marín, G., & Selva-Ruiz, D. (2023). A Vespa for Luca: The incursion of real brands in Pixar movies. Fotocinema. Revista científica De Cine Y fotografía, 26, 355-382. https://doi.org/10.24310/Fotocinema.2023.vi26.15527