Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias
type: channel
description: Pensar la Publicidad. Revista Internacional de Investigaciones publicitarias (ISSN 1887-8598, ISSN-e 1989-5143) is published biannually and proposes to enhance understanding of advertising and related matters. It provides a place, particularly for Spanish and Latin American researchers, to publish scientific research on this field.
publisher: Ediciones Complutense
language: en
publication name: Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias
issn: 1887-8598
copyright: In order to support the global exchange of knowledge, the journal Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias 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.
items: Arquitectura de la reputación emocional: neurocomunicación y neuromarketing aplicados a la creación de narrativas publicitarias con propósito
items: Advertising and Reputation in Educational Institutions: Emotional Perception of Generation Z on Social Media
items: Neuroethics for neuromarketing and advertising on YouTube: Values and principles
items: Neurocommunication as a Catalyst for Active Advertising
items: From logo to visual stimulus: silent branding in eco-friendly packagings design
items: A Proposal to Measure the Construction of the Territorial Brand of Málaga through Facial Coding
items: Infographics that connect: a neuroscience-based analysis of a marketing agency's social media publicity pieces
items: The sound texture of the trailer. Case study of the film «Jaws»
items: Pilot model for a practical study of brand personality in the mobile phone sector in Colombia
items: Branded Content and social messaging in Spanish teen series campaigns
items: Gender stereotypes in online catalogs of Toy Stores in Quito, Ecuador
items: Language and visual structures of graphic advertising for facial cosmetics in Spain
items: Fe de erratas
items: Despedida a Armand Mattelart
items: Rigor y compromiso académico
items: Navigating in the post-digital age: strategies against ageism for effective generational inclusion
items: Communicating another type of consumption. Singularities of Social and Solidarity Economy (SSE) communication in Buenos Aires and its tensions with advertising
items: The «clickbait» factor in the face of the alleged jihadist threat of Champions League matches. Analysis of newspaper headlines and their impact on social media
items: Estrategias de inclusión en la moda deportiva: evaluación de las marcas Nike y Adidas en Instagram
items: Media Strategies on Digital Platforms: Coverage of Drug Trafficking on X (formerly Twitter) by 24 Horas TVN and Radio Cooperativa
items: Nuevos instrumentos interdisciplinares para la caja de herramientas metodológica de la investigación sobre la publicidad
items: Historical studies on advertising and propaganda in Brazil: an analysis of the National Meetings on Media History
items: Methodological proposal for the analysis of immersive advertising and campaigns in metaverses
items: Culture and advertising. Influence of subcultures in advertising communication
items: Stereotypes and advertising in Spain: YouTube analysis
items: Art influence in Gucci’s advertising strategies (2015-2019)
items: Nuevas aproximaciones y nuevos objetos de estudio en la investigación de la comunicación comercial
items: Referential function of advertising music
items: Advertising in the «Noticiero Extremeño» during 1924-1926
items: The creative process. Comparative analysis of the classical and cognitive model applied by referents of the advertising sector

Arquitectura de la reputación emocional: neurocomunicación y neuromarketing aplicados a la creación de narrativas publicitarias con propósito
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subject: Editorial
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creator: Almudena Barrientos-Báez
rights: Copyright (c) 2026 Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias
date: 2024-12-10
publication date: 2024-12-10
starting page: 1
ending page: 2
doi: 10.5209/pepu.106930

Advertising and Reputation in Educational Institutions: Emotional Perception of Generation Z on Social Media
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description: Institutional advertising by universities is currently developed within hyperconnected digital environments, where emotions shape brand perception and influence the responses of young audiences. In this context, social media platforms have become privileged spaces for persuasive communication by educational institutions, and also for the circulation of user-generated content (UGC) that can either reinforce or challenge official advertising discourse. This study examines how emotional perceptions of Madrid-based universities are configured on TikTok, a key platform for Generation Z due to its spontaneous language and logic of immediate gratification. The aim is to assess the coherence or dissonance between institutional persuasive communication and UGC, distinguishing by institutional type (public, private, on line). Sentiment analysis is applied through natural language processing techniques and visualisation using Orange Data Mining, enabling the identification of reputational patterns and emotional variability associated with university brands. The findings reveal: (1) narrative gaps between official messages, predominantly neutral or positive, and UGC that is more critical and emotionally charged, particularly in distance-learning institutions; (2) greater coherence between institutional advertising and user responses in private universities; (3) a predominance of neutrality, with specific polarities according to institutional modality; and (4) coherence between advertising discourse and community perceptions as a strategic indicator of reputation. The study provides evidence of the relevance of authenticity, emotional closeness and student participation in designing advertising campaigns that are better aligned with Generation Z’s expectations.
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creator: Noelia Gonzalo-Hevia
creator: Fabiola Gómez-Jorge
creator: Rafael Jaén-Pozo
rights: Copyright (c) 2026 Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias
date: 2024-12-10
publication date: 2024-12-10
starting page: 3
ending page: 13
doi: 10.5209/pepu.106931

Neuroethics for neuromarketing and advertising on YouTube: Values and principles
type: item
description: This article examines the neuroethical challenges arising from the application of neuromarketing in digital advertising, with a specific focus on the YouTube platform, through an integrative systematic review of the scientific literature. Its main objective is to identify the neuroethical values and principles affected by the use of neuroscientific techniques—such as eye-tracking and facial coding—applied to the optimization of audiovisual content and advertising strategies. The methodology is based on scientific mapping following PRISMA guidelines, using searches in major international databases. Both theoretical and empirical studies were analyzed, and findings were organized around thematic axes such as autonomy, privacy, audience vulnerability and algorithmic control. The results show that the convergence of neuromarketing techniques with YouTube’s recommendation algorithms intensifies the risk of unconscious manipulation, weakens informed consent, and threatens privacy through the use of biometric and neurophysiological data. The main conclusion is that the most severely compromised values are autonomy and the protection of vulnerable populations, especially minors. The article argues for the development of an integrated neuroethical framework combining bioethics and artificial intelligence ethics, and for a shift toward proactive regulation of digital platform algorithmic design.
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creator: Jorge Alberto Álvarez-Díaz
rights: Copyright (c) 2026 Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias
date: 2024-12-10
publication date: 2024-12-10
starting page: 15
ending page: 22
doi: 10.5209/pepu.106933

Neurocommunication as a Catalyst for Active Advertising
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description: In this article, we analyze the relationship between neuromarketing and consumer decision-making processes, focusing on how emotions and reason interact at the moment of purchase. Our aim is to explore how neuromarketing, by applying neuroscientific techniques, can influence consumer decisions through a combination of emotional and rational factors. To this end, we conducted a comprehensive review of the existing literature, using a qualitative methodology that allowed us to identify the main approaches and findings in this field. The results suggest that marketing campaigns that appeal to emotions have a more lasting impact on consumer memory than those based solely on rational arguments. We conclude that, by integrating emotional and rational elements, neuromarketing strategies can be optimized to more effectively influence decision-making, thereby maximizing their effectiveness in advertising contexts. Additionally, we emphasize the need to consider ethical aspects in the use of these techniques.
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creator: Almudena Barrientos-Báez
creator: David Caldevilla-Domínguez
creator: Fanny Yolanda Paladines-Galarza
rights: Copyright (c) 2026 Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias
date: 2024-12-10
publication date: 2024-12-10
starting page: 23
ending page: 33
doi: 10.5209/pepu.106934

From logo to visual stimulus: silent branding in eco-friendly packagings design
type: item
description: Visual saturation influences how consumers perceive and process packaging design elements in a context of growing interest and commitment to sustainability and the consumption of certified organic products among young people. The study examines how attention scarcity conditions brands' ability to communicate sustainable attributes and how consumers prioritize visual or textual stimuli according to their informational relevance. Methodologically, a review of the literature on packaging design, visual attention, and brand identity is conducted, allowing the original findings on consumers' visual behavior towards the packaging elements of organic products to be placed within the theoretical framework of attention economics, brand identity, and sustainable design. The results show that attention distribution is not uniform: in organic chocolate, participants paid more attention to textual elements related to certifications and origin, while in milk, attention was focused on graphic resources. This shows that the type of product and the packaging format modulate the processing of sustainable information. It also confirms the symbolic role of packaging as an emotional and rational activator, as well as the effectiveness of silent branding as a credibility strategy in the face of dubious claims. In conclusion, the study demonstrates that eco-packaging, combined with discreet and coherent communication strategies, is key to capturing consumer attention and reinforcing the perceived authenticity of sustainable products.
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creator: Carmen María Carrillo-González
rights: Copyright (c) 2026 Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias
date: 2024-12-10
publication date: 2024-12-10
starting page: 35
ending page: 41
doi: 10.5209/pepu.106935

A Proposal to Measure the Construction of the Territorial Brand of Málaga through Facial Coding
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description: The construction of territorial identities requires moving beyond declarative metrics such as awareness, satisfaction, or intention, which are limited by biases and post-hoc rationalization. This article proposes an innovative methodology that integrates neuromarketing techniques, specifically automated facial coding, within the place branding framework to capture spontaneous and non-conscious emotional responses associated with urban experiences. The proposal is illustrated through the case of Málaga, measuring emotions in natural contexts of citizen participation during three cultural events that structure the city’s identity: Christmas, Holy Week, and the August Fair. The model advances a replicable protocol based on the selection of event micro-moments, non-invasive audiovisual capture, automated analysis of facial expressions (FACS/AFC), and the aggregation of results into comparable indicators. As outputs, the methodology proposes estimating an «emotional signature» for each event using three aggregated metrics: mean emotional intensity, emotional coherence, and emotional stability, which can be complemented with brief questionnaires for segmentation (e.g., residents/visitors) and interpretative triangulation. The expected results will enable the assessment of the emotional coherence of the territorial brand, the identification of symbolic and sensory elements with greater resonance, and the generation of actionable insights for the strategic management of the Málaga brand and for future research in place branding.
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creator: Francisco J. Cristòfol
creator: Álvaro González-Torres
creator: María José Olid-Cárdenas
rights: Copyright (c) 2026 Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias
date: 2024-12-10
publication date: 2024-12-10
starting page: 43
ending page: 53
doi: 10.5209/pepu.106936

Infographics that connect: a neuroscience-based analysis of a marketing agency's social media publicity pieces
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description: Marketing agencies are using advances in neuroscience to develop strategies that better connect with consumers' cognitive and emotional stimuli on social media. The objective of this research is to characterize advertising infographics published on digital social networks by a marketing agency from a neuroscience perspective. The methodology has been designed to have a descriptive, cross-sectional, and non-experimental design was used to analyze the 215 comic-style infographics published by Pictoline, a Mexican marketing illustration and information design company, on Facebook during the first half of 2025. An observation guide, validated by experts (CVI index) and piloted by observers (95% agreement, Holsti’s index), was used to evaluate visual hierarchy, image power, color use, and narrative elements. Regarding the results, almost all the infographics (98-99%) effectively apply visual hierarchy, ensuring a precise composition that guides the reader's eye and minimizes cognitive load. A strong emotional connection is established using comic book structure and novelty (99%) to generate curiosity. Advertising infographics demonstrated high user interaction on social media, with an 18:1 ratio of positive to adverse reactions and a high level of concordance (98%) between the emotion expressed in the content and the resulting reaction. In conclusion, this research confirms the great potential of infographics to apply neurocommunication principles, facilitate emotional connection, and reduce cognitive effort.
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creator: Paola Eunice Rivera-Salas
rights: Copyright (c) 2026 Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias
date: 2024-12-10
publication date: 2024-12-10
starting page: 55
ending page: 72
doi: 10.5209/pepu.106937

The sound texture of the trailer. Case study of the film «Jaws»
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description: This article, the result of a broader investigation into film promotion, attempts to carry out an analysis from the point of view of sound (both music and voice) of the official trailer (or film preview) produced for the promotion and dissemination of the American feature film Jaws (Steven Spielberg, 1975). The choice of this trailer responds to the turning point that it introduced from a creative point of view with the visual absence in the trailer of the main character (or protagonist of the work) and to the social and cultural impact that the film had within the framework of New Hollywood. This cinematographic preview does not present a conglomeration of significant and striking scenes from the film it promotes, as advertising products of the time tended to do, but it introduces a new way of hearing cinematographically as a valid alternative way of seeing and, of course, of listening to the audiovisual work. This new cinematic way of listening where music and image are perceived by the audience as a narrative and aesthetic unit with an enormous sensory and emotional impact. The success of the official trailer for Jaws is based precisely on the fact that it manages to advertise and promote the film not with its visual special effects, but with a careful handling of its soundtrack as a whole (music, sound spaces and voice). Therefore, the sound texture of the trailer is what promotes and invites potential viewers to go to the cinema, buy a ticket, and watch the advertised feature film.
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creator: María Lois Campos
rights: Copyright (c) 2025 Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias
date: 2025-12-15
publication date: 2025-12-15
starting page: 51
ending page: 56
doi: 10.5209/pepu.90636

Pilot model for a practical study of brand personality in the mobile phone sector in Colombia
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description: This research is focused on applying a pilot approach to brand personality based on consumer perception in three mobile brands. It was developed in two phases, one qualitative exploratory and the second quantitative, in this way a list of 29 personality traits was obtained to be used in the quantitative stage through a survey. Dimensions were identified, product of the exploratory factorial analysis in each brand, some personality traits are present in the three brands. For dimension one, the Samsung and Huawei brands present similar values in the “carefree” and “modest” traits. For dimension two, the Huawei brand presents lower average values than Samsung, while the iPhone brand obtains higher average values than its competitor values in the compared variables, it is noticeable that Samsung is more similar to the "intelligence" trait compared to iPhone and for dimension three, the Huawei brand presents lower average values than Samsung, while the iPhone brand obtains higher average values, although it resembles Samsung in all three traits. It is concluded that the pilot model presented here differs from Aaker's by presenting 21 different traits for this category.
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creator: Yezid Cancino-Gomez
creator: Rosa Alexandra Chaparro-Guevara
rights: Copyright (c) 2025 Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias
date: 2025-12-15
publication date: 2025-12-15
starting page: 57
ending page: 67
doi: 10.5209/pepu.91010

Branded Content and social messaging in Spanish teen series campaigns
type: item
description: Branded Content emerges in an infoxicated media universe in which users want an active presence and a credible relationship with the brands. The use of this communication tool facilitates the incorporation of social motifs in the advertising message, provoking greater engagement with the audience that shares social concerns, and favors the brand reputation. The study applies qualitative research based on content analysis of campaigns carried out for Spanish teen series in 2022 and 2023, analyzing the possible inclusion of social messages. Focusing the study on Branded Content and social messages in these formats for young people is relevant since they are the ones who most perceive this technique as creative and, simultaneously, the ones who most value social positioning in brands. These series are experiencing an explosion on the platforms and the identification of young people with brands is direct. The use of this technique is observed in 50% of the Spanish productions released in the analysis period, specifically in: Elite, El Internado: Las Cumbres, La caja de arena, La edad de la ira, Todas las veces que nos enamoramos and UPA: Next. The most exploited format is entertainment, followed by utility or servicing. Physical actions or events stand out, which amplify fan sentiment, and digital, highly consumed by young people. The campaigns incorporate topics such as sexual harassment, the crisis of values and gender inequality to generate links with the target, as well as access to the labor market.
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creator: Marta Perlado Lamo de Espinosa
creator: Marta Saavedra Llamas
creator: Andy Tavárez Pérez
rights: Copyright (c) 2025 Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias
date: 2025-12-15
publication date: 2025-12-15
starting page: 5
ending page: 22
doi: 10.5209/pepu.93592

Gender stereotypes in online catalogs of Toy Stores in Quito, Ecuador
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description: The transmission of gender stereotypes to children is done from various social instances, often without awareness of it and due to ignorance of the impact it can have. The purpose of this study was to analyze toy catalogs published in Quito by stores on the Internet, assessing the transmission of gender stereotypes to girls and boys through classification categories, toy colors and illustration images. Using the methodology of observation with registration, a sample of 610 toys from the online catalogs of two toy stores was analyzed on one hand, and on the other hand a second sample with all the toys that had illustrations with human figures (n=516). The findings demonstrate the transmission of gender stereotypes through categorizations where toys are grouped by gender according to the traditional. Likewise, the significant differential use of specific color ranges for boys (black/ grey, orange/ red) and for girls (pink/ fuchsia, purple/ lilac) is evident. The illustration images that accompany the toys also convey stereotypes related to traditional roles for women and men, spheres and activities. The absence of scientific criteria for the classification of toys by gender is discussed, as well as the impact of the reinforcement of stereotypes in girls and boys related to roles in the construction of identity, in areas such as professional choice and parenthood.
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creator: Marie-France Merlyn
creator: Elena Díaz-Mosquera
creator: Liliana Jayo
creator: Rodrigo Moreta-Herrera
rights: Copyright (c) 2025 Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias
date: 2025-12-15
publication date: 2025-12-15
starting page: 23
ending page: 36
doi: 10.5209/pepu.95451

Language and visual structures of graphic advertising for facial cosmetics in Spain
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description: This analysis encompasses 301 advertisements for facial cosmetics targeted at women in Spain from 2014 to 2021, revealing common patterns in both visual structures and language usage within the sector. The predominant structures, left-right, top-bottom, and center-margin, intertwine with the promise, the product, and the text, resulting in variations with different meanings that reflect the strategic intention of beauty brands. Additionally, they exhibit variations and reflect a visual organization complemented by a language marked by its scientification and ritualization. Eighty-five percent of the advertisements employ a ritual language, while scientification is present in 58% of the graphics, with 92% of the latter validating their claims with scientific evidence, complying with legal requirements. Regarding the most prominent themes of the advertisements, 77% of the advertising graphics focus on the face as the main problematic area, and 23% address aging signs comprehensively with «global anti-wrinkle» proposals. This study not only deciphers the predominant communication strategies in cosmetic advertising but also provides a catalogue of visual structures and confirms that the language used is similar to that analyzed in other countries, offering a solid framework for future research and applications in cosmetics advertising.
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creator: Marina Cerdá-Vilaplana
creator: María Jesús
creator: María J.
rights: Copyright (c) 2025 Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias
date: 2025-12-15
publication date: 2025-12-15
starting page: 37
ending page: 49
doi: 10.5209/pepu.95954

Fe de erratas
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description: Fe de erratas del número 15, vol. 1. Artículo "La cerveza Estrella Damm: cómo reposicionar estratégicamente una marca estableciendo un territorio propio y movilizando las redes sociales".
subject: Others
  topic: section
creator: Redacción Pensar la Publicidad
rights: Copyright (c) 2025 Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias
date: 2025-12-15
publication date: 2025-12-15
starting page: 69
ending page: 69

Despedida a Armand Mattelart
type: item
subject: In Memoriam
  topic: section
creator: Redacción Pensar la Publicidad
rights: Copyright (c) 2025 Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias
date: 2025-12-15
publication date: 2025-12-15
starting page: 3
ending page: 3
doi: 10.5209/pepu.106156

Rigor y compromiso académico
type: item
subject: Editorial
  topic: section
creator: Luis Felipe Solano Santos
rights: Copyright (c) 2025 Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias
date: 2025-12-15
publication date: 2025-12-15
starting page: 1
ending page: 1
doi: 10.5209/pepu.105310

Navigating in the post-digital age: strategies against ageism for effective generational inclusion
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description: This study examines the role of artificial intelligence (AI), digital advertising and the silver economy in the context of a post-digital society facing the challenge of ageism. The silver economy has generated significant opportunities due to population aging and the purchasing power of the 50+ age group, transforming representations of age in media and consumer markets. However, digital systems and algorithmic platforms have perpetuated age stereotypes that exclude this sector of the population. Through a content analysis of advertising campaigns and a case study of companies with inclusive policies, it describes how technological advances can be ethically integrated to benefit older adults, eliminating biases that reinforce ageism. The results evidence the need to adapt AI communication and design to an inclusive and culturally aware perspective, promoting a digital society that values age diversity. Finally, possible interventions by the public and private sectors to ensure that AI development and digital communication promote a dignified and active representation of the aging population in the post-digital society are discussed.
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creator: Ana Pilar Fañanás-Biescas
creator: Isabel Iniesta-Alemán
rights: Copyright (c) 2024 Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias
date: 2023-12-20
publication date: 2023-12-20
starting page: 107
ending page: 115
doi: 10.5209/pepu.98966

Communicating another type of consumption. Singularities of Social and Solidarity Economy (SSE) communication in Buenos Aires and its tensions with advertising
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description: Communication constitutes a key function of Social and Solidarity Economy (SSE) organizations to make their ideas and practices visible, dispute meanings and values, establish links with citizens, and also to promote another consumption model. This article investigates the characterization of this communication and its approaches and differences with advertising, identifies the positions of its protagonists and poses challenges for the communicational construction of the consumption proposal within the framework of the SSE. The text arises from an investigation from a qualitative perspective based on the contrast of perspectives of people linked in different ways with this object of study in the Autonomous City of Buenos Aires (CABA), Argentina, and expanded with a diversity of secondary sources of information.
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creator: Rodrigo Fernández Miranda
rights: Copyright (c) 2024 Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias
date: 2023-12-20
publication date: 2023-12-20
starting page: 117
ending page: 127
doi: 10.5209/pepu.99018

The «clickbait» factor in the face of the alleged jihadist threat of Champions League matches. Analysis of newspaper headlines and their impact on social media
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description: The purpose of this paper is to analyse the impact of the terrorist threat of the Champions League matches. To do so, the headlines chosen by digital media on this event will be studied, as well as observing which image they choose to accompany the headline. Likewise, through the BuzzSumo tool, the impact on social networks of each news item will be studied. This will allow us to know which words in the headline have the greatest effect on social networks, thus generating the phenomenon of “clickbait”. Through this application, it will be possible to observe which of the news items that incorrectly carried the “IS threat” in the headline had a major impact on social networks. Likewise, it will be possible to see how sports media made use of exclamations to emphasize the supposed jihadist threat that was projected. Given all of the above, and assuming that headlines with the words “threat” or “Islamic State” were the most shared on social media, the following main question arises: What words did digital media use that had the most impact on jihadist propaganda?
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creator: Paula M. Núñez-Guerra
rights: Copyright (c) 2024 Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias
date: 2023-12-20
publication date: 2023-12-20
starting page: 129
ending page: 136
doi: 10.5209/pepu.99165

Estrategias de inclusión en la moda deportiva: evaluación de las marcas Nike y Adidas en Instagram
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description: The inclusion in the content published by brands on Instagram is crucial to strengthen their social commitment and establish meaningful connections with their audiences (Viglia et al., 2023). This approach responds to the growing representation and visibility of traditionally marginalized groups, such as people with functional diversity. Brands like Nike and Adidas have led inclusion initiatives by developing adapted products and addressing functional diversity in their campaigns. However, the challenge of consolidating a market that fully integrates these values persists (Caerols, Tapia & Carretero, 2013). In this context, inclusive posts become strategically significant for influencing users' perceptions and promoting greater social acceptance (Udupa & Sharma, 2023). This research, using a mixed methodology that combines content analysis, focus group and a survey, analyzes the communication strategies of Nike and Adidas on Instagram, assessing the impact of their posts related to inclusion. The objectives include examining the elements that make up these contents and understanding their reception among Centennial users. The results reveal that neither of the brands pays adequate attention to inclusion issues. In fact, 96% of users believe that the brands do not include people with functional diversity in their advertising campaigns.
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creator: Eva Citlali Martínez-Estrella
creator: Santiago Mayorga Escalada
creator: Gema Bonales-Daimiel
rights: Copyright (c) 2024 Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias
date: 2023-12-20
publication date: 2023-12-20
starting page: 83
ending page: 93
doi: 10.5209/pepu.99203

Media Strategies on Digital Platforms: Coverage of Drug Trafficking on X (formerly Twitter) by 24 Horas TVN and Radio Cooperativa
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description: In this study, we examine the media strategies of 24 Horas TVN and Radio Cooperativa for covering drug trafficking on X (formerly Twitter) during the period from January 2022 to January 2023. This analysis is conducted within a media environment where digital platforms have transformed the communication industry and redefined how media outlets produce and distribute content. In this context, X emerges as a key methodological tool to illustrate how media outlets construct narratives, prioritize public agendas, and engage with their audiences. To carry out this research, we employed a mixed-methods approach, combining quantitative and qualitative analyses. First, we calculated publication frequency, hashtag usage, and audience interaction through likes, retweets, and comments. This allowed us to process large datasets using Python and generate visualizations with pandas and matplotlib. Subsequently, we conducted a qualitative analysis to explore not only the distinct media strategies but also the narratives and discursive strategies of both outlets, analyzing their communication styles and approaches. The results revealed significant differences. Radio Cooperativa implemented a regional media strategy, with a higher number of publications and the use of specific hashtags, generating greater interaction and engagement with its audience. Conversely, 24 Horas TVN presented an institutional and centralized media strategy, characterized by fewer publications and the use of general hashtags, leading to lower levels of audience participation.
subject: Articles
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creator: Paz Crisóstomo-Flores
creator: Milette Mesías-Machuca
rights: Copyright (c) 2024 Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias
date: 2023-12-20
publication date: 2023-12-20
starting page: 95
ending page: 105
doi: 10.5209/pepu.99215

Nuevos instrumentos interdisciplinares para la caja de herramientas metodológica de la investigación sobre la publicidad
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subject: Editorial
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creator: Isidro Jiménez Gómez
creator: Adrián Torres Lucendo
rights: Copyright (c) 2024 Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias
date: 2023-12-20
publication date: 2023-12-20
starting page: 79
ending page: 82
doi: 10.5209/pepu.99778

Historical studies on advertising and propaganda in Brazil: an analysis of the National Meetings on Media History
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description: Research on Media History present in the annals of National Media History Researchers Meetings, promoted by the Associação Brasileira de Pesquisadores de História da Mídia – ALCAR (Brazilian Media History Researchers Association) is strongly linked to the desire to rescue the memory of the history of mass communication in Brazil. The advertising is gaining space in the event to be fundamental instrument of support of media outlets in the country and obtained thereby, investigative interest marked in the annals of the event. This paper presents a bibliometric study of academic production in advertising during the years 2003-2021 and shows the main approaches studies adopted to analyze the Brazilian advertising; the main objects treated in study; the main areas of knowledge referenced to understand the phenomenon of advertising; (sociology, psychology, anthropology, politics, economy); the most productive years for the object under study (advertising); the profile of the researcher of advertising among others with notes on works highlighted in the categories developed in the study.
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creator: Dhione Oliveira Santana
creator: Raquel Marques Carriço Ferreira
rights: Copyright (c) 2024 Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias
date: 2023-12-14
publication date: 2023-12-14
starting page: 31
ending page: 43
doi: 10.5209/pepu.81969

Methodological proposal for the analysis of immersive advertising and campaigns in metaverses
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description: The article proposes a methodological device to clarify hypotheses and cover objectives in the study of immersive advertising, that linked to virtual reality and the incipient metaverses. Due to the promising nature of the object, the document, with a qualitative and quantitative base, is framed as descriptive and exploratory. The general objective of the study is to develop a multifocal research device to observe immersive advertising by means of a heuristic Focus Group based on Likert scales, in order to delimit the object of study with guarantees. With this goal in mind, given the variety and complexity of promotional situations to be observed in the incipient advertising immersion, a holistic tool is constructed based on a Focus Group based on the adaptation of a series of heuristics from various authors versed in the field of immersion, usability, communication, design and advertising (including transmedia). The group work is based on a series of seven-level Likert questionnaires adapted to the object of study previously constituted according to variables that improve the interpretation of the data. The proposal is congruent as it probes a bustling and emerging field in the process of adaptation, more so with the emergence of metaverses. This methodology attempts to provide a useful framework for analysing this immersive marketing agent in its various virtual reality-based manifestations in metaverses. As conclusions, the system is an evolution of a contrasted model, which has been validated by communication experts and which has been successfully published in high impact journals.
subject: Articles
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creator: Pablo Martín Ramallal
creator: Juan Ángel Jódar Marín
rights: Copyright (c) 2024 Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias
date: 2023-12-14
publication date: 2023-12-14
starting page: 45
ending page: 63
doi: 10.5209/pepu.86156

Culture and advertising. Influence of subcultures in advertising communication
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description: Advertising is a cultural phenomenon that draws from all the practices, behaviors, languages, aesthetics, and expressions within the interaction spaces of subcultures, social groups, and individuals. Being disconnected from what happens in cities, the way territory is inhabited, and the inherent dynamism of cultures conditions advertising to produce stereotypical messages that do not relate to the social and cultural realities of the context in which they exist. Therefore, the qualitative approach of the research permeating the strategic planning department of advertising agencies is enabling brands, based on their values and attributes, to become characteristic features of subcultures and engage in scenes of cultural identity, thus achieving closer proximity to people and avoiding being invasive. This article addresses the relationship between culture and advertising, conducting an analysis of the characteristics of urban cultures and their influence and importance in the development of advertising communication. It also employs a qualitative methodology with an ethnographic study on young people in the city of Bogotá to understand the existing relationship between brands and advertising. This text is the result of the research «Urban Practices as Creative Input for Advertising: Phase I and II» carried out by the research group called «Urban» at Jorge Tadeo Lozano University, as well as the doctoral thesis titled «Influence of Urban Tribes on New Advertising Trends: The Case of "Adidas Originals" in the City of Bogotá» from Universidad Complutense de Madrid, Spain.
subject: Articles
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creator: Andrés Novoa-Montoya
creator: Carlos Santacruz-Londoño
creator: Javier Posso-Jiménez
rights: Copyright (c) 2024 Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias
date: 2023-12-14
publication date: 2023-12-14
starting page: 65
ending page: 77
doi: 10.5209/pepu.86443

Stereotypes and advertising in Spain: YouTube analysis
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description: Cause marketing is acquiring a growing role in the field of communication. Brands that express their willingness to confront social dysfunctions promote movements such as femvertising, which addresses the representation of women in the media, including advertising. Through a quantitative methodology (survey and analysis of ads on YouTube: gender of the protagonist and screen time), the female presence in the social network is analyzed in order to analyze the exclusion and visibility of gender, the new business greenwashing and the inclusivity. The results show a majority female role in the ads, data reinforced by a greater amount of screen time, and more time spoken by the female characters. The percentage of appeal to the female gender in advertisements increases with the age range. Most women do not feel represented in the ads analyzed and do not believe that they opt for a representation that is far from stereotyping and gender bias. It is concluded that, despite the fact that in the analyzed advertisements a clear greater visibility of the female characters compared to the male ones is detected, this representativeness is not perceived as gender equity, as an exaltation of women or as a commitment to the repeal of stereotypes of genre.
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creator: Joan-Francesc Fondevila-Gascón
creator: Marta Carreras-Alcalde
creator: Cristina Rodrigo-Cordero
creator: Fátima Vila
rights: Copyright (c) 2024 Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias
date: 2023-12-14
publication date: 2023-12-14
starting page: 21
ending page: 30
doi: 10.5209/pepu.90045

Art influence in Gucci’s advertising strategies (2015-2019)
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description: The world of advertising increasingly requires of differentiating aspects to reach the consumer in an original and striking manner. To achieve this, some brands have incorporated artistic references in their campaigns, although generally in an isolated and non-reinforced way. This research strives to proof whether Gucci, unlike other brands, has indeed managed to successfully associate art, with the brand, through its advertising actions carried out especially since 2015, when Alessandro Michele became the creative director, until 2019. For its demonstration, the content analysis technique has been used, as well as a thorough bibliographic review of the advertising actions of the Italian luxury fashion brand during these years. A description of the advertising pieces containing artistic elements has been carried out, as well as a complementary comparative analysis which allowed to compare the illustrations created by the Italian brand with the original historical-artistic piece used as inspiration. This way, it has been concluded that Gucci follows a clear tendency in incorporating art in its advertising, being Renaissance the main artistic movement that serves as a source to reinterpret different works of art and thus create new advertising pieces.
subject: Articles
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creator: Laura Martín Fernández
creator: María Ruiz de Loizaga Martín
rights: Copyright (c) 2024 Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias
date: 2023-12-14
publication date: 2023-12-14
starting page: 3
ending page: 20
doi: 10.5209/pepu.99219

Nuevas aproximaciones y nuevos objetos de estudio en la investigación de la comunicación comercial
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subject: Editorial
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creator: Directores de Pensar la Publicidad
rights: Copyright (c) 2024 Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias
date: 2023-12-14
publication date: 2023-12-14
starting page: 1
ending page: 1
doi: 10.5209/pepu.99218

Referential function of advertising music
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description: Music has the ability to immediately allude to and point out non-musical issues, as well as to provoke emotions. Integrating music in a message means combining several human languages. When studying the relationship between music and other contents of an advertising, we realize that languages with mainly aesthetic purposes are combined with other components that are mainly communicative –such as verbal content– to complete the meanings of the work and to give rhythm. Music reinforces meanings already expressed verbally and visually, but it can also bring new meanings. Although the simplest resource could be the use of recognizable musical works, the musical syntax hides tricks capable of challenging a wider audience. By a recurring association with non-musical elements, certain musical resources have the power to act as referents. The advertiser presumes a relative cultural and cognitive consensus among his target audience.
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creator: Aleix Herreras Carrera
rights: Copyright (c) 2023 Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias
date: 2023-09-12
publication date: 2023-09-12
starting page: 81
ending page: 86
doi: 10.5209/pepu.79439

Advertising in the «Noticiero Extremeño» during 1924-1926
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description: The purpose of this publication is to analyse the advertising that was published in the newspaper entitled «Noticiero Extremeño» («News from Extremadura») in the triennium 1924-1926. For it, starting from a historical contextualization of the journal that is under study, the published advertisements are examined and different analysis are made, following quantitative and qualitative methodology. This way, a chronological study is developed for months; topographic, in order to know the localities where the advertisements are located; of sizes, to analyse the dimensions of the advertisements; graphic, to discern whether the advertising has graphic components or only textual elements; and a study of entities, to verify the advertising companies and their content. Lastly, it is done an interpretative analysis of the results, which intends to make explicit, on the one hand, the historical and social context, and on the other, the advertising typology in demand. All of it is presented annually and, in order to catch a glimpse of the evolution of advertising, jointly.
subject: Articles
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creator: Agustín Vivas Moreno
creator: Sonia López Ortiz
creator: Cecilia Anastasia Cuevas Espino
creator: Guadalupe Pérez Ortiz
rights: Copyright (c) 2023 Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias
date: 2023-09-12
publication date: 2023-09-12
starting page: 99
ending page: 123
doi: 10.5209/pepu.81007

The creative process. Comparative analysis of the classical and cognitive model applied by referents of the advertising sector
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description: The present work seeks to analyze the similarities and differences of the creative processes in advertising through the study of classical and cognitive models, taking as reference the methods proposed by referents of the sector such as Poincaré (1908), Dewey (1910), Rossman (1931), James Webb Young (1982), Edward De Bono (1991 and 1994), Daniel Solana (2015), Chacho Puebla (2020) and Kika Douglas (2021). From a pedagogical perspective, the analysis of the creative process proposed in the reference works of the selected authors allows us to know its evolution, to show how their conception of creativity and their experiences intervene in each one of them, and therefore the existence of coincidences and differences also in the processes proposed within each current, the classical and the cognitive.
subject: Articles
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creator: Inés Martínez Martí
creator: María Pallarés-Renau
creator: Daniel Zomeño Jiménez
rights: Copyright (c) 2023 Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias
date: 2023-09-12
publication date: 2023-09-12
starting page: 125
ending page: 137
doi: 10.5209/pepu.83300