Branding on Screen: Cinema, Color, and Thought in Audiovisual Discourse

José Nicolás Motta Martínez, Laura Lucia Rodríguez Espinosa, Lorein Nicol Lozano Moreno and Maribel García Rojas

Southern perspective / Perspectiva austral, 10.56294/pa2025163

Abstract: This article focuses on analyzing semiotics in cinema, understanding that film goes beyond being merely a tool for entertainment to become a means of connecting language, culture, marketing, and emotions through semiotics. Through images, sounds, colors, and various narratives, it shows how objects or symbols become part of the story, also influencing the viewer's memory. Special emphasis is placed on product placement, where brands are naturally integrated into the audiovisual narrative. Finally, the article reviews the evolution of semiotics in cinema, from its origins in silent films to the digital age with platforms and social media. It also highlights the importance of color as a way to communicate the emotions within a cinematic narrative.

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Persistent link: https://EconPapers.repec.org/RePEc:dbk:perspe:v::y::i::p:2025163:id:2025163

DOI: 10.56294/pa2025163

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