Audiovisual disruption in advertising. Stereotype versus transgression. New paradigms.
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Published
30-05-2022
Manuel Palencia-Lefler Ors
Universitat Pompeu Fabra
Abstract
Disruptive advertising seeks a new paradigm to surprise, based on unconventional audiovisual parameters, using sound metaphors that try to provide originality and bring the message closer to the target of the product. This exploratory study questions the limits and effectiveness of disrupting, directly asking different audiences in three joint experiments. The results are surprising since the transgressive spirit of the contemporary individual is not as evolved as that which is breathed in festivals and audiovisual contests. In any case, this research seeks to contribute to a better understanding of audiovisual advertising disruption, organizing an extensive and vast corpus of theoretical background on the subject and empirically testing an appropriate hypothesis.
How to Cite
Palencia-Lefler Ors, M. (2022). Audiovisual disruption in advertising. Stereotype versus transgression. New paradigms. ZER - Journal of Communication Studies, 27(52). https://doi.org/10.1387/zer.23425
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Keywords
Advertising, Communication, Music, Audiovisual, Metaphor, Disruption
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Couper, M.P. (2000). Web Surveys: A Review of Issues and Approaches. Survey Public Opinion Quarterly, 64, 464-494. https://doi.org/10.1086/318641
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Delavande, A. y Rohwedder, S. (2009). Eliciting Subjective Probabilities in Internet Surveys. Public Opinion Quarterly, 72(5), 866-891. https://doi.org/10.1093/poq/nfn062
Dru, J.M. (1996). Disruption: Overturning Conventions and Shaking Up the Marketplace. New York: John Wiley & Sons.
Feng, D. y Wignell, P. (2011). Intertextual Voices and Engagement in TV Advertisements. Visual Communication, 10(4), 565-588. https://doi.org/10.1177/1470357211415788
Fox, J., Murray, C. y Warm, A. (2003). Conducting Research using Web-based Questionnaires: Practical, Methodological and Ethical Considerations. International Journal of Social Research Methodology, 6, 167-180. https://doi.org/10.1080/13645570210142883
Fox, J.R. (2004). A Signal Detection Analysis of Audio/Video Redundancy Effects in Television News Video. Communication Research, 31(5), 524-536. https://doi.org/10.1177/0093650204267931
Freeman, R. y Rossignol, K.L. (2015). Disruption and Resonance in the Personal Essay. New Writing. The International Journal for the Practice and Theory of Creative Writing, 12(3), 384-397. https://doi.org/10.1080/14790726.2015.1051993
Fubini, E. (2007). Estética de la Música. Madrid: Editorial Antonio Machado.
Gee, J.P. (2004). An Introduction to Discourse Analysis. Theory and Method. 2nd Ed. Routledge. London.
Goddard, C. (1996). Cross-linguistic research on metaphor. Language y Communication, 16(2), 145-151.
Greitemeyer, T., Hollingdale, J., y Traut-Mattausch, E. (2015). Changing the track in music and misogyny: Listening to music with pro-equality lyrics improves attitudes and behavior toward women. Psychology of Popular Media Culture, 4(1), 56-67. https://doi.org/10.1037/a0030689
Hall, B.F. (2002). A New Model for Measuring Advertising Effectiveness. Journal of Advertising Research, 42(2), 23-31. https://doi.org/10.2501/JAR-42-2-23-31
Halvey, M. y Keane, M.T. (2007) An Assessment of Tag Presentation Techniques. World Wide Web Conference Committee (IW3C2). Banff, Alberta, Canada. http://www2007.org/htmlposters/poster988/
Hartmann, B.J. y Brunk, K.H. (2019). Nostalgia Marketing and (re-)enchantment. International Journal of Research in Marketing, 36(4), 669-686. https://doi.org/10.1016/j.ijresmar.2019.05.002
Hauser, Arnold (2005). Historia social de la literatura y el arte. Barcelona: RBA.
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