Suspense de Marca
La Construcción Audiovisual de Alfred Hitchcock como Icono Mediático
DOI:
https://doi.org/10.62161/revvisual.v18.5993Palabras clave:
Alfred Hitchcock, Cine, Marketing, Televisión, Relaciones Públicas, Comunicación publicitariaResumen
Este artículo explora el uso pionero de los medios visuales por parte de Alfred Hitchcock para construir una marca personal que trascendió el rol de director de cine y lo consolidó como un ícono cultural. Basándose en metodologías visuales y un enfoque biográfico cualitativo, el estudio argumenta que Hitchcock ejemplifica una forma de marca perosonal visual, utilizando la cohesión narrativa y estética en las distintas plataformas mediáticas para mantener tanto el atractivo popular como la legitimidad crítica. Al examinar la retórica visual presente en sus materiales de marketing y apariciones en medios, el artículo revela cómo Hitchcock se convirtió en un símbolo multimedia perdurable.
Descargas
Estadísticas globales ℹ️
|
5
Visualizaciones
|
5
Descargas
|
|
10
Total
|
|
Citas
Aaker, D. A. (1996). Building strong brands. Simon & Schuster. Free Press.
Altman, R. (1999). Film/Genre. British Film Institute.
AMA. (1948). Report of the definitions committee. Journal of Marketing, 13, 202-217.
Ames, C. (2010). PR goes to the movies: The image of public relations improves from 1996 to 2008. Public Relations Review, 36(2), 164-170.
https://doi.org/10.1016/j.pubrev.2009.08.016
Baños, M., & Rodríguez, T. (2003). Product placement. Estrella invitada: La marca. Cie Dossat.
Bellour, R. (1977). Hitchcock, the enunciator. Camera Obscura, 2, 67-92. https://the.hitchcock.zone/wiki/Camera_Obscura_(1977)_-_Hitchcock,_The_Enunciator
Blackburn, R., & Kovalainen, A. (2009). Researching small firms and entrepreneurship: Past, present, and future. International Journal of Management Review, 11(2), 127-148.
https://doi.org/10.1111/j.1468-2370.2008.00254.x
Bogdanovich, P. (2007). El director es la estrella. T & B Editores.
Bokor, N. & Kerzoncuf, A. (2005a). Alfred Hitchcock´s trailers. Sense of Cinema.
https://www.sensesofcinema.com/2005/feature-articles/hitchcocks_trailers/
Bokor, N. & Kerzoncuf, A. (2005b). Alfred Hitchcock´s trailers. Part II. Sense of Cinema.
https://www.sensesofcinema.com/2005/feature-articles/hitchcocks_trailers_part2/
Bose, S. D. (2021, April 21). How Alfred Hitchcock changed cinema forever. Far out.
https://faroutmagazine.co.uk/how-alfred-hitchcock-changed-cinema-forever/
British Film Institute. (2020). Sight & Sound´s top five film books.
https://www2.bfi.org.uk/news-opinion/sight-sound-magazine/polls-surveys/film-book-poll/top-five
Campbell, R., Martin, C., Fabos, B., & Harmsen, S. (2020). Media essentials. A brief introduction. Bedford/St. Martin´s.
Castro de Paz, J. L. (2012). Alfred Hitchcock. Ediciones Catedra.
Chakraborty, S. (2016, May 11). Look in the mirror with Hitchcock and Woody. Scroll.in.
https://scroll.in/reel/807918/look-in-the-mirror-with-hitchcock-and-woody
Centeno, D., & Wang, J. J. (2017). Celebrities as human brands: An inquiry on stakeholder-actor co-creation of brand identities. Journal of Business Research, 74(C), 133-138. https://doi.org/10.1016/j.jbusres.2016.10.024
de Chernatony, L. & McDonald, M. (1994). Creating Powerful Brands. Butterworth-Heinemann.
Christie, I. (2016, November 18). The 50 greatest film of all time. Sight and Sound.
https://web.archive.org/web/20170301135739/http://www.bfi.org.uk/news/50-greatest-films-all-time
Ciszek, E. (2020). The man behind the woman: Publicity, celebrity public relations, and cultural intermediation. Public Relations Inquiry, 9(2), 135-154. https://doi.org/10.1177/2046147X20920821(Original work published 2020)
Cutlip, S. (1994). The unseen power: public relations. A history. Lawrence Erlbaum Associates.
Cutlip, S. (1995). Public relations history: From the 17th to the 20th century. The antecedents. Routledge.
Deutelbaum, M. & Poague, L. (1986). A Hitchcock reader. Blackwell Publishing.
Driessens, O. (2013). Celebrity capital: Redefining celebrity using field theory. Theory and Society, 42(5), 543-560. https://doi.org/10.1007/s11186-013-9202-3
Dyer, R. (1986). Heavenly bodies: Film stars and society. Routledge.
Ebert, R. (1996, October 13). Vertigo. Chicago Sun-Times.
https://www.rogerebert.com/reviews/great-movie-vertigo-1958
Ewen, S. (1996). PR! A social history of spin. Basic Books.
Fillis, I. (2000). Being creative at the marketing / entrepreneurship interface: Lessons from the art industry. Journal of Research of Marketing & Entrepreneurship, 2(2),125-137. https://doi.org/10.1108/14715200080001543
Fillis, I. (2002). Small firm marketing theory and practice: Insights from the outside. Journal of Research in Marketing & Entrepreneurship, 4(2), 134-157.
https://doi.org/10.1108/14715200280001469
Fillis, I. (2015a). The production and consumption activities related to celebrity artists. Journal of Marketing Management, 31(5-6). 646-664.
http://dx.doi.org/10.1080/0267257X.2014.988281
Fillis, I. (2015b). Biographical research as a methodology for understanding entrepreneurial marketing. International Journal of Entreprenurial Behavior & Research, 21(3), 429-447. https://doi.org/10.1108/IJEBR-11-2013-0207
Freberg, K. (2020). Discovering public relations: An introduction to creative and strategic practices. Sage.
Gabler, N. (2007). Walt Disney: The triumph of American imagination. Vintage.
Gamson, J. (1994). Claims to fame: Celebrity in contemporary America. University of California Press.
Gander, M. (2014). Managing your personal Brand. Perspectives: Policy and Practice in Higher Education, 18(3), 99-102.
https://doi.org/10.1080/13603108.2014.913538
Gandini, A. (2016). Digital work: Self-branding and social capital in the freelance knowledge economy. Marketing Theory, 16(1), 123-141.
https://doi.org/10.1177/1470593115607942
García, A. (2013, April 28). Dalí the artist vs. Dalí the performer. El País.
https://english.elpais.com/elpais/2013/04/28/inenglish/1367155763_945772.html
García, C. (2023). Salvador Dalí´s legacy in the history of public relations: A psychoanalytic and surrealist connection with Edward Bernays. International Journal of Media & Cultural Politics, 19(1), 61-77.
https://doi.org/10.1386/macp_00073_1
Gardner, J., & Lehnert, D. (2016). What´s new about new media? How multi-channel networks work with content creators. Business Horizons, 59(3), 293-302.
https://doi.org/10.1016/j.bushor.2016.01.009
Giles, D., & Rockwell, D. (2009). Being a Celebrity: A Phenomenology of Fame, Journal of Phenomenological Psychology, 40(2), 178-210. https://doi.org/10.1163/004726609X12482630041889
Glaw, X., Inder, K., Kable, A., & Hazelton, M. (2017). Visual Methodologies in Qualitative Research: Auto photography and Photo Elicitation Applied to Mental Health Research. International Journal of Qualitative Methods, 16(1). https://doi.org/10.1177/1609406917748215
Gottlieb, S. (1995). Hitchcock on Hitchcock. Faber & Faber.
Hallahan, K. (2010). Being public: publicity as public relations. Sage.
Hayes, D. & Roodhouse, S. (2010). From missionary to market maker. In F. Kerrigan (ed.), Marketing the Arts: A Fresh Approach (pp. 40-53). Routledge.
Hutton, J., & Mak, A.K.Y. (2014). Is a picture worth a thousand words? Using films and television shows to teach public relations. Public Relations Review, 40(3), 585-594. https://doi.org/10.1016/j.pubrev.2014.03.003
Jones, K. (2015). Hitchcock/Truffaut. ARTE, Arline and Cohen Media Group.
Kagan, R. (2010). Los cronistas y la corona. Marcial Pons.
Kapsis, R. (1990). Hitchcock: The making of a reputation. University of Chicago Press.
Karray, S., & Debernitz, L. (2017). The effectiveness of movie trailer advertising. International Journal of Advertising, 36(2), 368–392.
https://doi.org/10.1080/02650487.2015.1090521
Kelleher, T. (2021). Public relations. Oxford University Press.
Kurten, J. (2019, August 13). `Like Bach in music´: Hitchcock´s influence. DW.
https://www.dw.com/en/like-bach-in-music-alfred-hitchcocks-towering-influence/a-9997613
Labrecque, L., Markos, E., & Milne, G. R. (2011). Online personal branding: processes, challenges, and implications. Journal of Interactive Marketing, 25(1), 37-50.
https://doi.org/10.1016/j.intmar.2010.09.002
Leff, L. (1987). Hitchcock and Selznick: The rich and strange collaboration of Alfred Hitchcock and David O. Selznick in Hollywood. Grove Pr.
Legáthová, L. (2020). Branding the artist: The case of Jeff Koons. Bachelor´s Thesis.
https://dspace.cuni.cz/bitstream/handle/20.500.11956/118747/130283476.pdf?
sequence=1
Leitch, T. (2014). Hitchcock the author. In M. Osteen (ed.), Hitchcock and adaptation: On the page and screen (pp. 3-21). Rowman & Littlefield.
March, R. (2013). Marketing to moviegoers. A handbook of strategies and tactics. Southern Illinois University Press.
Marshall, P.D. (1997). Celebrity and power. University of Minnesota Press.
McElhaney, J. (2006). The death of classical cinema: Hitchcock, Lang, Minelli. State University of New York Press,
McGilligan, P. (2004). Alfred Hitchcock: A life in darkness and light. It Books.
Meisler, S. (2005, April). The surreal world of Salvador Dalí. Smithsonian Magazine.
https://www.smithsonianmag.com/arts-culture/the-surreal-world-of-salvador-dali-78993324/
Merriam-Webster. (n.d.). Cameo. https://www.merriam-webster.com/dictionary/cameo
Mikacova, L., & Gavlakova, P. (2014). The role of public relations in branding. Procedia – Social and behavioral sciences, 110, 832-840.
https://doi.org/10.1016/j.sbspro.2013.12.928
Montero, P. (2014). La marca `Alfred Hitchcock´en los `trailers´ de sus largometrajes entre 1955 y 1965 [Doctoral dissertation, Universidad Complutense]. Universidad Complutense Repository, https://produccioncientifica.ucm.es/documentos/5d1df61329995204f7660a01
Myers, C. (2020). Public relations history. Theory, practice and profession. Routledge.
New Wave Film. (n.d.). Hitchcock/Truffaut classic interviews.
https://www.newwavefilm.com/interviews/hitchcock-truffaut.shtml
Newell, J., Salmon, C., & Chang, S. (2010). The hidden history of product placement. Journal of Broadcasting & Electronic Media, 50(4), 575-594.
https://doi.org/10.1207/s15506878jobem5004_1
Quintana, A., & Xifra, J. (2016). Visual-spatial intelligence in propaganda and public relations discourse: The case of Roberto Rossellini’s early and educational-historical films. Public Relations Review, 42(2), 288-297.
https://doi.org/10.1016/j.pubrev.2015.05.008
Rampersad, H. (2009). Authentic personal branding. Effective personal and company brand management: A new blueprint for powerful and authentic personal and company branding. Information Age Publishing.
Rees, S. (2020). Public relations, branding and authenticity. Routledge.
Ruiz del Olmo, F-J., & Xifra, J. (2017). Public relations discourse, ethical propaganda and collective identity in Luis Buñuel’s Spanish Civil War films. Public Relations Review, 43(2), 358-365.
https://doi.org/10.1016/j.pubrev.2017.02.009
Ryall, T. (1986). Alfred Hitchcock and the British cinema. Helm.
Seitel, F. (2019). The practice of public relations. Pearson.
Seligmann, N. (2017). “If I Won’t Be Myself, Who Will?” The Making of a Star Persona in Alfred Hitchcock Presents and The Alfred Hitchcock Hour. In W. Schwanebeck (eds.). Reassessing the Hitchcock Touch (113-135). Palgrave Macmillan. https://doi.org/10.1007/978-3-319-60008-6_7
Silvia, T., & Anzur, T. (2011). Power performance: Multimedia storytelling for journalism and public relations. Wiley-Blackwell.
Spoto, D. (1983). The dark side of genius: The life of Alfred Hitchcock. Little, Brown & Co.
St. John, B., & Arnett, D. (2014). The National Association of Manufacturers' Community Relations Short Film Your Town: Parable, Propaganda, and Big Individualism. Journal of Public Relations Research, 26(2), 113-126.
https://doi.org/10.1080/1062726X.2013.795868
Truffaut, F. (1985 [1966]). Hitchcock/Truffaut. Simon & Schuster.
Tsetsura, K., Bentley, J., & Newcomb, T. (2015). Idealistic and conflicted: New portrayals of public relations in film. Public Relations Review, 41(5), 652-661.
https://doi.org/10.1016/j.pubrev.2014.02.018
Wood, R. (2002). Hitchcock´s film revisited. Columbia University Press.
Xifra, J., & Heath, R. L. (2018). Publicizing atrocity and legitimizing outrage: Picasso’s Guernica. Public Relations Review, 44(1), 28-36.
https://doi.org/10.1016/j.pubrev.2017.10.006
YouGov. (2024). The most popular directors (Q1 2024). YouGov.
https://today.yougov.com/ratings/entertainment/popularity/directors/all
Descargas
Publicado
Cómo citar
Número
Sección
Licencia
Derechos de autor 2026 Los autores/as conservan los derechos de autor y ceden a la revista el derecho de la primera publicación y el derecho de edición
Esta obra está bajo una licencia internacional Creative Commons Atribución-SinDerivadas 4.0.
Los autores/as que publiquen en esta revista aceptan las siguientes condiciones:
- Los autores/as conservan los derechos de autor.
- Los autores/as ceden a la revista el derecho de la primera publicación. La revista también posee los derechos de edición.
- Todos los contenidos publicados se regulan mediante una Licencia Atribución/Reconocimiento-SinDerivados 4.0 Internacional. Acceda a la versión informativa y texto legal de la licencia. En virtud de ello, se permite a terceros utilizar lo publicado siempre que mencionen la autoría del trabajo y a la primera publicación en esta revista. Si transforma el material, no podrá distribuir el trabajo modificado.
- Los autores/as pueden realizar otros acuerdos contractuales independientes y adicionales para la distribución no exclusiva de la versión del artículo publicado en esta revista (p. ej., incluirlo en un repositorio institucional o publicarlo en un libro) siempre que indiquen claramente que el trabajo se publicó por primera vez en esta revista.
- Se permite y recomienda a los autores/as a publicar su trabajo en Internet (por ejemplo en páginas institucionales o personales), una vez publicado en la revista y citando a la misma ya que puede conducir a intercambios productivos y a una mayor y más rápida difusión del trabajo publicado (vea The Effect of Open Access).
