Vol. 18 No. 2 (2024) | Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias

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Revistas Científicas Complutenses

Ediciones Complutense

Cubierta Pensar la Publicidad 18(2) 2024

Vol. 18 No. 2 (2024)

Published: 2026-02-16

Editorial

Arquitectura de la reputación emocional: neurocomunicación y neuromarketing aplicados a la creación de narrativas publicitarias con propósito

Almudena Barrientos-Báez

1-2
- PDF (Spanish)

Articles

Advertising and Reputation in Educational Institutions: Emotional Perception of Generation Z on Social Media

Noelia Gonzalo-Hevia, Fabiola Gómez-Jorge, Rafael Jaén-Pozo

3-13
- PDF (Spanish)
Neuroethics for neuromarketing and advertising on YouTube: Values and principles

Jorge Alberto Álvarez-Díaz

15-22
- PDF (Spanish)
Neurocommunication as a Catalyst for Active Advertising

Almudena Barrientos-Báez, David Caldevilla-Domínguez, Fanny Yolanda Paladines-Galarza

23-33
- PDF (Spanish)
From logo to visual stimulus: silent branding in eco-friendly packagings design

Carmen María Carrillo-González

35-41
- PDF (Spanish)
A Proposal to Measure the Construction of the Territorial Brand of Málaga through Facial Coding

Francisco J. Cristòfol, Álvaro González-Torres, María José Olid-Cárdenas

43-53
- PDF (Spanish)
Infographics that connect: a neuroscience-based analysis of a marketing agency's social media publicity pieces

Paola Eunice Rivera-Salas

55-72
- PDF (Spanish)
- PDF