Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias

Dos lecciones magistrales sobre la publicidad, la gente y la vida

Álvarez-Ruiz — Tue, 12 Sep 2023 00:00:00 +0000

Segarra, Toni y Torrejón, David (2022): Toni Segarra y la Publicidad. Conversaciones con David Torrejón. Sevilla: Editorial Advook, 151 páginas.

Segarra, Toni y Pou, Edu (2022): La interrupción. Barcelona: Deusto. 222 páginas.

Profundizando en la variedad

Revista Pensar la Publicidad — Tue, 12 Sep 2023 00:00:00 +0000

Publicidad de las marcas de vermut: seducir al espectador para que protagonice una vida con estilo

Cristina Garre Sánchez — Tue, 12 Sep 2023 00:00:00 +0000

The selected advertising campaigns of Martini, Campari and Cinzano dated between the 1980s and the 2020s they introduce the novelty of employing a narrative closer to cinema than to advertising language and a production in which lifestyles are highlighted rather than the product that is advertised. A brief qualitative analysis is proposed from the artistic perspective, in other words, where the image, composition, color or scenography are studied, with the purpose of emphasizing the relevance of these aspects which, combined with the narrative approach of these advertising pieces, urge the consumer to modify his or her lifestyle in a subtle way. Thanks to this aesthetic sense, the product is promoted in an alternative way. An approach from the cultural context is proposed, where the interrelation of these advertising pieces with mass culture is noticed. These audiovisual advertising pieces represent an alteration in the paradigm of traditional advertising, generating distortions that are the basis for audiovisual experimentation, promoting creative expression in audiovisual content for brand communication. They shape the viewer's consumption so that they purchase the lifestyle promoted by the Italian vermouth brands and thus seduce the viewer to enjoy life.

Referential function of advertising music

Aleix Herreras Carrera — Tue, 12 Sep 2023 00:00:00 +0000

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.

Radiography of advertising ethics in Spain. Analysis of Autocontrol’s resolutions from 2017 to 2021

María Teresa Pellicer Jordá — Tue, 12 Sep 2023 00:00:00 +0000

Advertising ethics are becoming increasingly fashionable. Companies have realized the benefits offered by betting on it, mainly in relation to the improvement of the brand image. Hence the Corporate Social Responsibility of which so much is talked about in these times was born. In each of the capitalist countries there are independent bodies that regulate advertising ethics. In the case of Spain it is called Autocontrol. In this article we are going to study what the functions of said entity are and we will analyze the resolutions issued by it in the last five years. This will allow us to know which commercial sectors are most demanded at an ethical level or which moral principles are the most violated by Spanish advertising in the period studied, among other data.

Advertising in the «Noticiero Extremeño» during 1924-1926

Tue, 12 Sep 2023 00:00:00 +0000

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.

The creative process. Comparative analysis of the classical and cognitive model applied by referents of the advertising sector

Inés Martínez Martí, María Pallarés-Renau, Daniel Zomeño Jiménez — Tue, 12 Sep 2023 00:00:00 +0000

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.