Construcción de marca en las series de ficciónel caso de Águila Roja

Abstract

This study of the construction of brand in the fictional series: The Case of Red Eagle. It establishes as a starting point to study the participation of the advertising and marketing strategies such as determining factors in the construction of brand in a fictional series (Red Eagle). Iconographic and conventional symbolic relationships that are involved and reinforced memory, advantages that contribute to the differentiation of a fictional series and possible construction in audiovisual brand are taken into account. In the investigation, therefore, it attempts to elucidate certain aspects among which you can find the symbolic resources and iconographic participants in the promotional communication, key elements in the use of the advertising strategies for the construction of the audiovisual brand. The following objectives are established. The first of them is, to determine the effect of graphic design in the identity and Red Eagle brand. The second that is established aims to investigate, if other means (conventional and non-conventional) are suitable in building an audio-visual brand. The third aims to provide a new point of view based on a study of the influence of new technologies (sound effects, animation, the multi-screens, the transmedia, internet, mobile applications, conventional media) and their influences on the construction of a fictional series brand (Red Eagle). Finally, through the fourth objective it intends to demonstrate that, the used resources in addition to the quality of the product (audio-visual), contribute to building of the brand...