Product placement in Brazilian prime time television: The case of the reception of a telenovela Academic Article uri icon


  • Brazilian telenovelas - popular prime-time serial melodramas - have traditionally used product placement to help finance production costs. In the last decade, this strategy has become a central force influencing narrative choices. This paper discusses product placement in Brazilian telenovelas through an in-depth analysis of a recent show, The Cattle King. Ethnographic data on its reception focuses on the role of gender, geographic location, and cultural capital in viewers' interpretations of textual insertions. 2001 Broadcast Education Association.

published proceedings


author list (cited authors)

  • La Pastina, A. C.

citation count

  • 42

complete list of authors

  • La Pastina, AC

publication date

  • January 2001