• Presentación

  Natalia Abuín Vences

  7-8

  • PDF (Spanish)

Editorial

• Editorial. Uso del español en los anuncios

  Soledad Puértolas

  9-12

  • PDF (Spanish)

Articles

• Branded content versus product placement. Visibility, perception and consumer´s brand recall

  María Josefa Formoso Barro, Antonio Sanjuán Pérez, Sandra Martínez Costa

  13-26

  • PDF (Spanish)
• The USP as a paradigm of rational advertising

  Jorge David Fernández Gómez, Paloma Sanz Marcos

  27-47

  • PDF (Spanish)
• ‘Peer recommendation’: the role of prosumers in the online corporate reputation

  Marta Pulido Polo, Lucía Benítez Eyzaguirre

  49-62

  • PDF (Spanish)
• Music video of hip hop in the nineties: analysis of music videos from the east coast in united states

  Ana Balbuena Morilla, Ana Sedeño Valdellós

  63-75

  • PDF (Spanish)
• Changing Direction. Perception of the Spanish Cinema in 2014

  Luis Deltell Escolar, Jorge Clemente Mediavilla, Emilio C. García Fernández

  77-89

  • PDF (Spanish)
• About how advertising makes use of the history of the art

  Enrique Mena García

  91-114

  • PDF (Spanish)

Reviews

• Solano Santos, Luis Felipe: Responsabilidad social y reputación en la comunicación corporativa Madrid: Ed. Fragua, 2015

  José Ignacio Niño González

  115-117

  • PDF (Spanish)
• Maridaje de Academias Jornada “¿Se habla español en la publicidad?” Real Academia Española y Academia de la Publicidad. Madrid, 18/mayo/2016

  Antón Álvarez-Ruiz

  118-122

  • PDF (Spanish)