Predominance of brand placement in the content of luxury women's magazines

Cases of the Spanish editions of Harper's Bazaar and Vanity Fair

Abstract

With the advance of new technologies, the media are entering a path marked by innovations in persuasive communication. New formats such as brand placement are making their way to face a media consumer society, where brands take control of the contents they expose. This research will try to capture the way in which these contents predominate and if they are really necessary for the normal development of the contents of high-end women's magazines, so considered due to their advantageous position in the market compared to their main competitors, as well as the segmentation of their audiences based on socioeconomic criteria in their search for an upper-middle class reader. Thus, the object of study is made up of two magazines belonging to different publishing groups that meet this requirement and have a comprehensive thematic line or related to the field of fashion as Harper's Bazaar or Vanity Fair, but analyzed from a market perspective at the national level. Therefore, with the use of mixed data collection techniques and the application of different variables of analysis, we will have results that will be decisive in demonstrating the predominance of the use of brand placement for the configuration of articles in these media, and thus prove the validity of the hypothesis.