Publication: Construcción de marca en las series de ficción: el caso de Águila Roja
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2018-06-21
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Universidad Complutense de Madrid
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Abstract
Este estudio, La construcción de marca en las series de ficción: el caso de Águila Roja, aborda la participación de las estrategias de comunicación publicitaria y del marketing como factores determinantes en la construcción de marca en una serie de ficción (Águila Roja). Se toman en cuenta las relaciones simbólicas, iconográficas y convencionales que participan y refuerzan el recuerdo, ventajas que contribuyen a la diferenciación de una serie de ficción y posible construcción en marca audiovisual. En la investigación, por lo tanto, se intenta dilucidar determinados aspectos, entre los que se encuentran los recursos simbólicos e iconográficos participantes en la comunicación promocional, soportes fundamentales en el uso de las estrategias publicitarias para la construcción de la marca audiovisual. Asimismo, se plantean los siguientes objetivos. El primero de estos es determinar el efecto del diseño gráfico en la identidad y la marca Águila Roja. El segundo que se pretende es indagar si otros medios (convencionales y no convencionales) resultan idóneos en la construcción de una marca audiovisual. El tercero aporta un punto de vista novedoso, basado en un estudio de la influencia de las nuevas tecnologías (efectos sonoros, animación, las multipantallas, el transmedia, Internet, aplicaciones móviles, medios convencionales) y sus influencias en la construcción de una marca de serie de ficción (Águila Roja). Por último, el cuarto objetivo se propone demostrar que los recursos utilizados adicionales a la calidad del producto (audiovisual), contribuyen a la construcción de la marca...
This study of the construction of brand in the fictional series: The Case of Red Eagle. It establishes as a starting point to study the participation of the advertising and marketing strategies such as determining factors in the construction of brand in a fictional series (Red Eagle). Iconographic and conventional symbolic relationships that are involved and reinforced memory, advantages that contribute to the differentiation of a fictional series and possible construction in audiovisual brand are taken into account. In the investigation, therefore, it attempts to elucidate certain aspects among which you can find the symbolic resources and iconographic participants in the promotional communication, key elements in the use of the advertising strategies for the construction of the audiovisual brand. The following objectives are established. The first of them is, to determine the effect of graphic design in the identity and Red Eagle brand. The second that is established aims to investigate, if other means (conventional and non-conventional) are suitable in building an audio-visual brand. The third aims to provide a new point of view based on a study of the influence of new technologies (sound effects, animation, the multi-screens, the transmedia, internet, mobile applications, conventional media) and their influences on the construction of a fictional series brand (Red Eagle). Finally, through the fourth objective it intends to demonstrate that, the used resources in addition to the quality of the product (audio-visual), contribute to building of the brand...
This study of the construction of brand in the fictional series: The Case of Red Eagle. It establishes as a starting point to study the participation of the advertising and marketing strategies such as determining factors in the construction of brand in a fictional series (Red Eagle). Iconographic and conventional symbolic relationships that are involved and reinforced memory, advantages that contribute to the differentiation of a fictional series and possible construction in audiovisual brand are taken into account. In the investigation, therefore, it attempts to elucidate certain aspects among which you can find the symbolic resources and iconographic participants in the promotional communication, key elements in the use of the advertising strategies for the construction of the audiovisual brand. The following objectives are established. The first of them is, to determine the effect of graphic design in the identity and Red Eagle brand. The second that is established aims to investigate, if other means (conventional and non-conventional) are suitable in building an audio-visual brand. The third aims to provide a new point of view based on a study of the influence of new technologies (sound effects, animation, the multi-screens, the transmedia, internet, mobile applications, conventional media) and their influences on the construction of a fictional series brand (Red Eagle). Finally, through the fourth objective it intends to demonstrate that, the used resources in addition to the quality of the product (audio-visual), contribute to building of the brand...
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Tesis inédita de la Universidad Complutense de Madrid, Facultad de Ciencias de la Información, Departamento de Comunicación Audiovisual y Publicidad, leída el 19-06-2017