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- Title
Disrupción audiovisual en publicidad. Estereotipo versus transgresión. Nuevos paradigmas.
- Authors
Ors, Manuel Palencia-Lefler
- 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.
- Subjects
ADVERTISING; AUDIOVISUAL archives; FESTIVALS; HYPOTHESIS; METAPHOR
- Publication
Zer: Journal of Communication Studies / Revista de Estudios de Comunicacion / Komunikazio Ikasketen Aldizkaria, 2022, Vol 27, Issue 52, p87
- ISSN
1137-1102
- Publication type
Article
- DOI
10.1387/zer.23425