Disrupción audiovisual en publicidad. Estereotipo versus transgresión. Nuevos paradigmas.

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Publicado 30-05-2022
Manuel Palencia-Lefler Ors

Resumen

La publicidad disruptiva busca un nuevo paradigma para sorprender, basado en parámetros audiovisuales no convencionales, utilizando metáforas sonoras que tratan de aportar originalidad y acercar el mensaje al target del producto. Este estudio exploratorio cuestiona los límites y la efectividad de disrumpir, preguntando directamente a distintos públicos en tres experimentos conjuntos. Los resultados sorprenden ya que el espíritu transgresor que se le supone al individuo contemporáneo no está tan evolucionado como el que se respira en festivales y certámenes audiovisuales. En cualquier caso, esta investigación busca contribuir a una mejor comprensión de la disrupción audiovisual publicitaria, organizando un extenso y vasto corpus de antecedentes teóricos sobre el tema y probando empíricamente una hipótesis al respecto.

Cómo citar

Palencia-Lefler Ors, M. (2022). Disrupción audiovisual en publicidad. Estereotipo versus transgresión. Nuevos paradigmas. ZER: Revista De Estudios De Comunicación = Komunikazio Ikasketen Aldizkaria, 27(52). https://doi.org/10.1387/zer.23425
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Keywords

Publicidad, Comunicación, Música, Audiovisual, Metáfora, Disrupción

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