Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias

Fe de erratas

Redacción Pensar la Publicidad — 2025-12-15

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".

Rigor y compromiso académico

Luis Felipe Solano Santos — 2025-12-15

Despedida a Armand Mattelart

Redacción Pensar la Publicidad — 2025-12-15

Branded Content and social messaging in Spanish teen series campaigns

Marta Perlado Lamo de Espinosa — 2025-12-15

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.

Gender stereotypes in online catalogs of Toy Stores in Quito, Ecuador

Marie-France Merlyn — 2025-12-15

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.

Language and visual structures of graphic advertising for facial cosmetics in Spain

Marina Cerdá-Vilaplana — 2025-12-15

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.

The sound texture of the trailer. Case study of the film «Jaws»

María Lois Campos — 2025-12-15

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.

Pilot model for a practical study of brand personality in the mobile phone sector in Colombia

Yezid Cancino-Gomez — 2025-12-15

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.