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... Although the brand is present in the first five minutes of the programme -in the beauty advice section with product spots-it creates and offers friendly, entertaining content, which prevails over the purely commercial intention. Damas and Castellano (2006) state that the clinic started out as a sponsor, an assertion that we do not share, as the content was not pre-existing. It was the owners of the brand, friends of the station's director, who requested the creation of a space to reach its target audience. ...
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