Resumen:
Branded entertainment is the insertion of a brand within an entertainment property in such a way that
the line between entertainment and advertising becomes blurred (Moore, 2006). This hybrid message
develops in an increasingly convergent environment in which editorial content and advertising content
are blended (Shrum, 2004). This indirect approach to deliver brand messages is gaining momentum
as a marketing communications tool to engage consumers with brand messages in a non-interruptive
and entertainment context. By using branded films, advergames, and other advertainment-type genres,
advertisers aim to enhance consumers´ brand perceptions, brand awareness, brand recall, and brand
recognition, along with increasing consumers´ brand attitudes and purchase intentions while providing
value to consumers through brand communications. This chapter gives an overview to branded entertainment from an historical approach, analyzing the origins, conceptualization, and genres of branded
entertainment. Ethical concerns and legal issues related to branded entertainment are discussed. New
trends in branded entertainment are also analyzed.