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: Princesses and Superheroes: An Analysis of Sexism in Toy Advertising Campaigns
items: Narrativa, publicidad y marcas
items: Narrative Construction of Longevity in Spanish Advertising: A Neuroscientific Approach to Award-Winning Campaigns at the Effie Awards
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: Resignified City: Brandalism, Countercultural Appropriation, and Semiotic Dispute over Advertising Space in Bogotá
items: Despedida a Armand Mattelart
items: Rigor y compromiso académico
items: Transmedia narratives and universes created by the toy industry for advertising purposes: The Barbie case
items: Corporate identity in the third sector. The spot as a communication tool
items: Analysis of advertising within the narrative world of the Simpsons
items: Nougat manufacturers of Jijona: advertising, brands and commercial strategies (1850-1936)
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

Princesses and Superheroes: An Analysis of Sexism in Toy Advertising Campaigns
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description: Advertising campaigns for toys are very relevant due to their prevailing presence during the Christmas period, and also because they gear the selection of products by boys and girls. Research conducted during the last decade demonstrates that gender stereotypes are present within a reiterative and monolithic discourse that promotes regressive behavioral models. The Spanish Women’s Institute has published the results of an empiric work that analyzes in depth the 2019/20 Christmas campaign through the study of TV spots and catalogues, as well as on-site and online advertising. Those results prove that, despite certain progress, sexism in advertising still exists. A particularly meaningful fact is that, although girls begin to be (timidly) introduced into the male universe, boys barely approach the female culture.
subject: Artículos breves
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creator: María Isabel Menéndez Menéndez
rights: Copyright (c) 2021 Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias
date: 2021-05-24
publication date: 2021-05-24
starting page: 177
ending page: 182
doi: 10.5209/pepu.76090

Narrativa, publicidad y marcas
type: item
subject: Editorial
  topic: section
creator: Marta de-Miguel-Zamora
creator: Patricia Núñez-Gómez
rights: Copyright (c) 2026 Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias
date: 2025-06-03
publication date: 2025-06-03
starting page: 1
ending page: 2
doi: 10.5209/pepu.109986

Narrative Construction of Longevity in Spanish Advertising: A Neuroscientific Approach to Award-Winning Campaigns at the Effie Awards
type: item
description: This study analyzes the representation of older adults in Spanish advertising within the context of longevity societies, focusing on its role in the construction of cultural imaginaries surrounding ageing and longevity. The aim is to explore how certain narrative and representational configurations may influence senior audiences’ advertising reception. The study forms part of a broader research project on senior representation and advertising developed through a methodological triangulation strategy. This article presents the exploratory and comparative neuroscientific phase, conducted through six advertising campaigns awarded at the Effie Awards in Spain (2019-2024), with the participation of 124 people aged 60 and over. The research combined non-invasive neuroscientific measurement techniques —remote eye tracking and automated facial coding— with pre- and post-stimulus questionnaires, working with aggregated campaign-level data. The results reveal descriptive differences between campaigns in emotional, cognitive, and attentional indicators. Campaigns perceived as clearer, more coherent, and narratively accessible show higher levels of sustained attention and message comprehension, as well as lower levels of rejection. The findings suggest that certain advertising narratives may foster a more fluid and meaningful reception among senior audiences. The study highlights the potential of applied neuroscience to analyze advertising reception and opens new lines of research on the relationship between media discourse, audience perception, and the symbolic construction of ageing.
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creator: Evelyn López Pérez
creator: Ignacio Blanco-Alfonso
creator: Marilé Pretel-Jiménez
rights: Copyright (c) 2026 Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias
date: 2025-06-03
publication date: 2025-06-03
starting page: 73
ending page: 83
doi: 10.5209/pepu.109621

Arquitectura de la reputación emocional: neurocomunicación y neuromarketing aplicados a la creación de narrativas publicitarias con propósito
type: item
subject: Editorial
  topic: section
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.
subject: Articles
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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
type: item
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.
subject: Articles
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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.
subject: Articles
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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.
subject: Articles
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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.
subject: Articles
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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

Resignified City: Brandalism, Countercultural Appropriation, and Semiotic Dispute over Advertising Space in Bogotá
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description: Brandalism, understood as the critical intervention of advertising discourses, has become one of the most visible expressions of contemporary urban counterculture. Based on ethnographic fieldwork conducted in Bogotá, this article analyzes local typologies of brandalism and their relationship with broader processes of inequality, protest, and popular creativity. Studies show that these practices resignify advertising spaces as symbolic territories of dispute, where citizens appropriate logos, slogans, and campaigns to produce alternative narratives. As an original contribution, the concept of countercultural appropriation is introduced to explain how brands, in their attempt to absorb criticism, transform dissent into a communication strategy, institutionalizing what was originally resistance. This analysis situates the Colombian case within global trends of adbusting and visual activism (Schacter, 2020; Gonçalves, 2022), demonstrating that brandalism is simultaneously a form of political agency and a contested arena in the face of market-driven symbolic cooptation.
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creator: Andrés Ricardo Novoa Montoya
creator: Carlos Alberto Santacruz Londoño
rights: Copyright (c) 2026 Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias
date: 2025-06-03
publication date: 2025-06-03
starting page: 3
ending page: 17
doi: 10.5209/pepu.106238

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

Transmedia narratives and universes created by the toy industry for advertising purposes: The Barbie case
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description: This article examines the strategic evolution of the toy industry in the creation of transmedia narrative universes for advertising purposes, focusing the analysis on the paradigmatic case of Mattel's Barbie franchise. Through a qualitative and diachronic study, it explores how the brand has transcended traditional advertising to integrate its products into complex audiovisual narratives that expand its presence across multiple platforms. The study is theoretically based on concepts of transmedia narrative and commercial supersystems defined by authors such as Jenkins, Scolari, and Kinder. The research demonstrates that these productions not only act as drivers of consumption but also operate as vehicles for transmitting cultural values and behavioural models. The findings validate the hypothesis that Barbie's media ecosystem functions as a sophisticated tool for covert advertising, whose effectiveness lies in its emotional connection with child audiences. It also concludes that these narratives reflect the social context of each era, evolving from conservative views to discourses aligned with contemporary movements.
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creator: Ana María Ortega Fernández
creator: Juan Antonio Roa Domínguez
creator: Alfonso Rodríguez de Austria Giménez de Aragón
rights: Copyright (c) 2026 Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias
date: 2025-06-03
publication date: 2025-06-03
starting page: 37
ending page: 44
doi: 10.5209/pepu.104875

Corporate identity in the third sector. The spot as a communication tool
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description: Corporate identity, as a key factor in distinguishing organisations, must be built and communicated appropriately in order to serve their positioning. This study explores how organisations operating in the third sector use advertising commercials, whether they do so strategically to communicate their corporate identity, and whether this contributes to their differentiation and positioning. To this end, a representative sample of 56 third sector commercials was selected by means of a convenience sampling from among all those broadcasted in 2023 on generalist television in Spain, on which a content analysis was carried out. The results show that 17.8% of the commercials have an objective focused on image building, but only 7% of them are completely aligned with all the elements of the corporate identity. Most of the commercials focus on the mission of the entities, although the observed missions are very similar between organisations, making differentiation difficult. In conclusion, the commercials do not respond to a strategic interest in the service of positioning, although they do reinforce the visual identity of the organisations, but they do not manage to differentiate them effectively. SC entities need more creative and differentiating advertising strategies that reinforce their identity and corporate purpose.
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creator: Estrella Barrio-Fraile
creator: Sonia-Aránzazu Ferruz-González
creator: Lorena López-Font
creator: María Pallarés-Renau
rights: Copyright (c) 2026 Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias
date: 2025-06-03
publication date: 2025-06-03
starting page: 45
ending page: 60
doi: 10.5209/pepu.104241

Analysis of advertising within the narrative world of the Simpsons
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description: This research aims to analyse the role of advertising in the narrative world of The Simpsons, focusing on the way in which the fictional brands present in the series imitate, distort or parody the techniques and strategies of real advertising. Throughout more than thirty seasons, the series has built an ecosystem of brands that, although fictitious, are easily recognizable with a strong visual and conceptual identity. The research, qualitative and comparative in approach, selects Duff Beer and Krusty Burger brands as case studies and are compared to their real-life counterparts, Budweiser and McDonald´s, respectively. The analysis is based on three fundamental pillars: the construction of their corporate identity, the advertising formats in which they appear and the use of brand characters as communicative resources. The main conclusion is that The Simpsons is understood as a fictional environment in which advertising is integrated not only as a set, but as an active element of meaning construction, offering a reading of fictional brands as a critical mirror of real advertising strategies.
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creator: Natalia Carretero-Gómez
creator: Lucía Sánchez-Andrés
creator: Eva Breva-Franch
rights: Copyright (c) 2026 Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias
date: 2025-06-03
publication date: 2025-06-03
starting page: 61
ending page: 72
doi: 10.5209/pepu.104214

Nougat manufacturers of Jijona: advertising, brands and commercial strategies (1850-1936)
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description: The Industrial Revolution sparked an unprecedented race to capture consumers’ attention. Some products took time to gain acceptance among their target audience. Others enjoyed extraordinary success. This was the case with the nougat produced in the small town of Jijona: within a single, whirlwind century, it conquered the domestic market and established itself abroad. This sweet, made from honey and almonds, egg white and sugar, was produced in workshops and factories in various parts of Spain (and the Americas), but its generic brand names were Jijona for soft nougat and Alicante for hard nougat. Jijona thus entered the Spanish consumer’s imagination as synonymous with soft nougat. This study reconstructs the process of production, distribution and consumption of nougat produced in the main production centre, Jijona. It examines how the manufacturers-merchants of the first half of the 19th century managed to establish a sales network across the Iberian Peninsula, North Africa and the Americas which, over time, through mechanisation and the concentration of production, served to build large companies. Similarly, each stage of the process was characterised by different approaches to the domestic and international markets, and this brings us straight to the history of advertising and attention-grabbing marketing. It began with the presence of Jijona’s traders, who proclaimed at the top of their voices that their product was the only authentic one; then came press advertising backed by medals won at trade fairs or as suppliers to the Royal Households; and finally, brands emerged—often associated with illustrious surnames in the world of nougat-making—along with strategies for positioning the product in the market.
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creator: Francesc-Andreu Martínez Gallego
rights: Copyright (c) 2026 Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias
date: 2025-06-03
publication date: 2025-06-03
starting page: 19
ending page: 36
doi: 10.5209/pepu.102804

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.
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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
type: item
subject: Editorial
  topic: section
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