From the “event advertising” to the emotional values: the sector of the energy in Spain

Abstract

This article studies -from a quantitative and qualitative point of view- the advertising of the companies of the Spanish energy market in a very interesting moment: just before the liberalization of this market brings about important changes in the structure of the companies (acquisitions, merges, operative unions…) and their strategies of persuasive commercial communication.
First of all, this article observes the situation of the energy market in the European Union and its evolution, studying reports from the European Union, the International Agency of Energy and the Spanish Ministry of Industry. Next, it studies the global investment in advertising o the Spanish power sector, by comparing its different peculiarities and their evolution in the last years. And finally, this article analyzes the campaigns of the main companies, evaluating their core values and their competitive positioning, trying to obtain a differential space sharply defined, but also alligned with the philosophies of the sustainable growth. It also studies the changes in these campaigns during the last years, appreciating a strong evolution from the campaigns based in the corporate values towards a type of communication based in the emotional and socioconscients values.