The advertising speech in the economic crisis: new values and social networks

  • Araceli Castelló Martínez Universidad de Alicante
  • Irene Ramos Soler Universidad de Alicante
  • Cristina del Pino Romero Universidad Carlos III de Madrid
DOI: https://doi.org/10.5209/rev_HICS.2013.v18.43997
Keywords: crisis, values, advertising communication, emotional advertising, philosophy 2.0.

Abstract

The current situation regarding to the ecnomic crisis not only affects the advertising industry. The peak of the no conventional media, the active rol of the consumer, the increase of the investment on the Internet and the need to connect emotionally with the target are others of the most notable characteristics of the advertising communication nowadays. In this context, we are right in front of a new tendency in the advertising speech: the interest for narrating histories that affect directly to the citizen, appealing to the commitment with some values.

Downloads

Download data is not yet available.

Article download

Crossmark

Metrics

Published
2014-01-15
How to Cite
Castelló Martínez A., Ramos Soler I. y del Pino Romero C. (2014). The advertising speech in the economic crisis: new values and social networks. Historia y Comunicación Social, 18, 657-672. https://doi.org/10.5209/rev_HICS.2013.v18.43997
Issue
Vol. 18 (2013): Número especial (octubre): La comunicación en la profesión y en la universidad de hoy
Section
Articles

License

In order to support the global exchange of knowledge, the journal Historia y Comunicación Social is allowing unrestricted access to its content as from its publication in this electronic edition, and as such it is an open-access journal. The originals published in this journal are the property of the Complutense University of Madrid and any reproduction thereof in full or in part must cite the source. All content is distributed under a Creative Commons Attribution 4.0 use and distribution licence (CC BY 4.0). This circumstance must be expressly stated in these terms where necessary. You can view the summary and the complete legal text of the licence.