Estrategias narrativas de los anuncios ganadores del Festival Iberoamericano de la Comunicación Publicitaria El Sol
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Universitat d'Alacant
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- Baiget, Tomàs (coord.)
Éditorial: Ediciones Profesionales de la Información S.L.
ISBN: 978-84-120239-5-4
Année de publication: 2020
Pages: 331-341
Congreso: Asociación Española de Investigación de la Comunicación (AE-IC). Congreso (7. 2020. Valencia)
Type: Communication dans un congrès
Résumé
Narrative ads tell a story related to the advertising message (Phillips; McQuarrie, 2010). Different studies have suggested that they help build favorable relationships with the consumer (Woodside; Sood; Miller, 2008) and that they are more persuasive than those in which the characteristics of the product are presented analytically (Escalas, 2004a; 2004b; Chang, 2009). However, there are relatively few studies that analyze this type of advertising in the Ibero-American sphere. This communication presents a content analysis of the award-winning narrative advertisements in the Film section of the El Sol Ibero-American Festival of Advertising Communication in the last five years with the aim of determining their most relevant characteristics. The results indicate that these types of advertisements predominate over non-narrative advertisements, that they last longer, that they present archetypal plots, that they use humor, and that the most frequent emotion they generate is fun.