Disrupción audiovisual en publicidad. Estereotipo versus transgresión. Nuevos paradigmas.
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Argitaratua
30-05-2022
Manuel Palencia-Lefler Ors
Universitat Pompeu Fabra
Laburpena
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.
Nola aipatu
Palencia-Lefler Ors, M. (2022). Disrupción audiovisual en publicidad. Estereotipo versus transgresión. Nuevos paradigmas. Zer. Komunikazio Ikasketen Aldizkaria, 27(52). https://doi.org/10.1387/zer.23425
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Chou, H.Y. y Lien, N.H. (2010) Advertising Effects of Songs' Nostalgia and Lyrics' Relevance. Asia Pacific Journal of Marketing and Logistics, 22(3), 314-329. https://doi.org/10.1108/13555851011062278
Chou, H.Y. y Lien, N.H. (2014). Old Songs Never Die: Advertising Effects of Evoking Nostalgia With Popular Songs. Journal of Current Issues & Research in Advertising, 35(1), 29-49. https://doi.org/10.1080/10641734.2014.866845
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Cook, N. (2004). Analysing Musical Multimedia. Oxford: Oxford University Press.
Cook, T. (2015). Harnessing the Power and Impact of Creative Disruption. Educational Action Research, 23 (4), 461-463. https://doi.org/10.1080/09650792.2015.1099977
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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
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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/
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