Publication: El porqué de la comunicación publicitaria
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Publication Date
2004
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Universidad de Sevilla
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Abstract
En el mundo actual no es posible entender la comunicación empresarial sin tomar como precedente la publicidad. Es una herramienta fundamental para informar a los distintos grupos de consumidores sobre la existencia de bienes de consumo, servicios, instituciones sociales, etc. Aunque cada vez se habla menos de productos materiales y más de valores simbólicos, está claro que la finalidad principal de la publicidad es vender mediante técnicas que se basan en la persuasión. Y es justo en este punto donde surgen los conflictos más significativos sobre el modo y las formas que se utilizan para dar a conocer los mensajes que se difunden, tanto dentro como fuera del entorno profesional.
Nowadays it is not possible to understand the executive communication without taking as precedent the publcity. It is a fundamental tool to inform to the different groups of consumers about hte existence of consumer goods, services, social intitutions, etc. Although every time it is spoken less than material products and more than symbolic values, it is clear that the main purpose of the publicity is to sell by means of techniques based on the persuasion. And it is exactly in this question where the nist significant conflicts arise on the way and the forms that are used to know the messages that divulge, inside of the professional environment and also outside it
Nowadays it is not possible to understand the executive communication without taking as precedent the publcity. It is a fundamental tool to inform to the different groups of consumers about hte existence of consumer goods, services, social intitutions, etc. Although every time it is spoken less than material products and more than symbolic values, it is clear that the main purpose of the publicity is to sell by means of techniques based on the persuasion. And it is exactly in this question where the nist significant conflicts arise on the way and the forms that are used to know the messages that divulge, inside of the professional environment and also outside it