Evolution of the figure of the advertising "entertainer" in sports broadcasting radio
Abstract
This paper presents an analysis of the figure of the sports radio host in Carrusel Deportivo and Tiempo de juego, and of the typology of the programme´s advertising messages. The advertising content of both programs is analysed to later compare the results obtained with seven in-depth interviews with agency professionals, advertisers and the animators of the two programs. Our findings, compared with a similar study from 2011, bring to light both the evolution and validity of the prescriber, and the creative singularity of the message. The analysis exposes and confirms the role of the radio host as one of the pioneering figures in turning advertising content into entertainment, considered one of the main current trends in publicity today.
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