Audiovisual Narrative Genres as a Tool for Advertising Research
- Víctor Hernández-Santaolalla Universidad de Sevilla https://orcid.org/0000-0002-2207-4014
- Jorge David Fernández Gómez Universidad de Sevilla https://orcid.org/0000-0002-0833-6639
- María del Mar Rubio-Hernández Universidad de Sevilla https://orcid.org/0000-0001-8402-8067
Resumen
La creatividad publicitaria ha sido insuficientemente operacionalizada hasta la fecha, siendo escasos los estudios que han abordado la clasificación de las fórmulas o fuentes que pueden contribuir a crear mensajes publicitarios. En este sentido, este estudio propone plantear los géneros narrativos audiovisuales como fuentes útiles y prolíficas para la obtención de conocimientos estratégicos y el establecimiento de conceptos creativos. Para ello, se ha realizado un análisis de contenido de una muestra de 411 anuncios premiados o preseleccionados en el Festival Internacional de Creatividad de Cannes Lions (2009-2018), examinándose, aparte del género audiovisual, el posicionamiento y las categorías de producto. Los resultados indican la importancia de los géneros, especialmente la comedia y el drama, en la publicidad, a la vez que proporcionan varias indicaciones prácticas en cuanto a sus implicaciones estratégicas y creativas.
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Biografía del autor/a
Víctor Hernández-Santaolalla holds a PhD (obtaining the Outstanding Doctorate Award) in Communication Studies. He is currently Associate Professor of the Audiovisual Communication and Advertising Department of the Universidad de Sevilla (Spain). His research interests focus on the effects of mass communication, ideology and popular culture, political communication, propaganda, surveillance and social media, and the analysis of advertising discourse. He has published papers in collective books and international journals like Information, Communication and Society, Journal of Popular Culture, Communication Studies, Academic Quarter, or European Journal of Communication, among others. Recently, he has published a book about mass media effects (2018). He has also edited two books about tv series Breaking Bad (2013) and Sons of Anarchy (2017), and another about the representation of serial killer in contemporary television fiction (2015).
Jorge David Fernández Gómez holds a PhD (obtaining the Outstanding Doctorate Award) in Brand Management, is a lecturer in Communication at Universidad de Sevilla, Spain, and he has been a member of Department of Business Economics in the UCA. He collaborates with different universities such as Bryant University (USA) or Nova (Portugal). He has published thirteen books (McGraw-Hill, Hachette Livre, etc.) and papers in European and American scholarly journals such as New Media and Society. His research interests include brand management, popular culture, advertising strategy and advertising structure. He has worked in advertising for clients like Google, Microsoft, Bankia, P&G, Tio Pepe, or Telefonica.
María del Mar Rubio-Hernández holds a PhD in Communication Studies from the Universidad de Sevilla (obtaining the Outstanding Doctorate Award), where she also earned an Advertising and Public Relations degree in 2007. She has visited foreign universities, such as the Erasmushoge School in Brussels and The University of Michigan, where she developed a special interest in the analysis of the advertising discourse. Her scientific activity focuses on collaborations with international communication magazines and conferences; moreover, she has also participated in several collective books about popular TV shows, and has also co-edited two books in 2019: one about cultural branding and another about narratives genres in advertising. She combines said research work with teaching at the Department of Communication Studies at the Universidad de Sevilla since 2011.
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