Transparencia e igualdad en los festivales de publicidad en España

  1. Ramos-Serrano, Marina 1
  2. Castelló-Martínez, Araceli 2
  3. Tur-Viñes, Victoria 2
  1. 1 Universidad de Sevilla
    info

    Universidad de Sevilla

    Sevilla, España

    ROR https://ror.org/03yxnpp24

  2. 2 Universitat d'Alacant
    info

    Universitat d'Alacant

    Alicante, España

    ROR https://ror.org/05t8bcz72

Journal:
Estudios sobre el mensaje periodístico

ISSN: 1988-2696

Year of publication: 2023

Issue Title: Monográfico: "El impacto de la desinformación en las rutinas profesionales y soluciones basadas en la inteligencia artificial".

Volume: 29

Pages: 943-954

Type: Article

DOI: 10.5209/ESMP.89057 DIALNET GOOGLE SCHOLAR lock_openOpen access editor

More publications in: Estudios sobre el mensaje periodístico

Abstract

Advertising festivals make it possible to evaluate and differentiate outstanding productions in the sector. Research on the subject carried out in both the academic and professional spheres is reviewed. The aim is to identify the characteristics of the festivals, to detect evidence of transparency, both in the composition of the jury and in the evaluation criteria, and to investigate the implementation of gender equality guarantees. The 2022 editions of 29 Spanish advertising festivals (746 categories and 1558 awards) are analysed through content analysis of the public websites and a questionnaire administered to the organisers. Areas of necessary improvement in transparency and gender issues are detected, despite identifying initiatives of interest, although not generalised.  The strategic importance of advertising festivals in positioning the advertising agency and boosting the personal image of the creative team or young talent is confirmed, although this is not always accompanied by financial incentives.

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Data source: Dialnet