Publication: El concepto "crisis" en el mensaje publicitario
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2020-02-11
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Universidad Complutense de Madrid
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Abstract
Una crisis económica se deja ver en muy diversos ámbitos. La publicidad también es uno de ellos. Ante la falta de estudios que traten el tema, esta investigación pretende ofrecer un poco de luz sobre cómo se muestra la crisis a través del mensaje publicitario.Para ello se ha realizado un análisis de contenido sobre una muestra de 30 spots televisivos seleccionados de un corpus inicial de 70 piezas publicitarias. El uso de esta técnica se ha visto reforzado por la aplicación de otras dos técnicas complementarias como son el grupo de discusión y la entrevista, recurriendo así a la triangulación o investigación multimétodo. Los resultados de la investigación ponen de manifiesto que la crisis se muestra como una oportunidad, pero también como una amenaza. La investigación reafirma el discurso positivo de la publicidad. Esta publicidad, de un modo u otro ofrece al espectador una vía de escape ante el problema. Además, las marcas líderes comunican este tipo de mensajes, y aprovechan la ocasión para reafirmarse en su liderazgo...
An economic crisis can be noted in many different ambits. Advertising is one of them. Considering the lack of studies that cover the topic, this investigation is trying to shed some light on how the topic of crisis is being shown on the marketing message. To achieve that, a content analysis has been made over a sample of 30 television spots selected from an initial corpus of 70 advertisement pieces. The use of this technique has been reinforced by the application of two complementary techniques, such as the discussion group and the in-depth interview, thus resorting totriangularion or multimethod research. The results of this investigation reveal that the crisis is shown as an opportunity, but also as a threat. The investigation reasserts the possitive speech of advertising. This advertisements, offer the spectator an escape from the problem in one way or another. Leading brands communicate this type of message, and the ones taking occasion to reafirm their leadership...
An economic crisis can be noted in many different ambits. Advertising is one of them. Considering the lack of studies that cover the topic, this investigation is trying to shed some light on how the topic of crisis is being shown on the marketing message. To achieve that, a content analysis has been made over a sample of 30 television spots selected from an initial corpus of 70 advertisement pieces. The use of this technique has been reinforced by the application of two complementary techniques, such as the discussion group and the in-depth interview, thus resorting totriangularion or multimethod research. The results of this investigation reveal that the crisis is shown as an opportunity, but also as a threat. The investigation reasserts the possitive speech of advertising. This advertisements, offer the spectator an escape from the problem in one way or another. Leading brands communicate this type of message, and the ones taking occasion to reafirm their leadership...
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Tesis inédita de la Universidad Complutense de Madrid, Facultad de Ciencias de la Información, leída el 08-11-2019