SEX AND THE CITY AND GOSSIP GIRL: ANALYSIS OF THE EFFECTS OF THE PRODUCT PLACEMENT IN THE YOUNG PORTUGUESE PEOPLE

In an era in which the saturation of the advertising communication has lowered the effectiveness of their advertisements in the traditional format, the challenge is to present the trademarks in a way that consumers retain their identity without feeling any pressure or even invasion. Obtain consumer identification with the trademark is other of the objectives, which is why the usage of trademarks by the characters of television series tends to go beyond the presence or the recommendation of use. This article discusses the effects of the product placement through the analysis of the series Sex and the City and Gossip Girl. The main objective of this exploratory study is to contribute to the research of the product placement phenomenon in television series and how it can affect viewers' attitudes regarding the trademark and purchasing behaviors.