Marcas sonrientes
eBook - PDF

Marcas sonrientes

Humor y engagement en Publicidad

Valiente Alber, Sònia

  1. 242 pages
  2. Spanish
  3. PDF
  4. Available on iOS & Android
eBook - PDF

Marcas sonrientes

Humor y engagement en Publicidad

Valiente Alber, Sònia

Book details
Table of contents
Citations

About This Book

¿Por qué la publicidad televisiva ha empleado tan poco el humor en los últimos años? ¿Por qué la publicidad en España es tan gris? Estas cuestiones son el germen de una investigación que ha durado tres años (2012-2015) y que ha dado lugar a la tesis doctoral: «La conexión emocional generada por el humor como elemento de engagement en marcas consolidadas». Una investigación que ha demostrado que, en un contexto de crisis económica, fragmentación de las audiencias, saturación publicitaria y entorno multipantalla el humor continúa siendo una estrategia válida para generar engagement. Es más, si el anuncio gusta –hace que «la marca me caiga mejor»– se viralizará. Conexión emocional y prescripción orgánica. ¿Hay algo más que una marca pueda soñar?

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Information

Publisher
Editorial UOC, S.L.
Year
2016
ISBN
9788491161172
Edition
1
Topic
Negocios y empresa
Subtopic
Publicidad

Table of contents