La publicidad social como herramienta para la construcción de ciudadanía

Senes, Francesca; Ricciulli, Duarte David

doi:10.21789/25007807.1425

Cited by 12 publications

(18 citation statements)

References 1 publication

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…Baños González et al, 2009;González et al, 2016;Gumucio-Dragón, 2011;Nieto, 2007). Los análisis también muestran que parte del perfil ocupacional se nutre si usa la comunicación para generar, en sus audiencias finales, efectos retóricos con potencial transformativo; por consiguiente, se confirma que esta dimensión ocupacional de la profesión tiene interacciones con la educación, es decir, la publicidad como agente cultural (Pawlak, 2020;Riaño, 2016;Senes y Ricciulli-Duarte, 2019).…”

Section: Discussionunclassified

Explorar la escritura y la comunicación profesional: casos de publicidad social para ONG

Cardona

Castillo

2021

Rev.virtual univ. catol. norte

View full text Add to dashboard Cite

Se documentaron experiencias profesionales de publicidad social para ONG, desde perspectivas sistémicas de la escritura y la comunicación profesional. Estudios sobre la escritura profesional han documentado la importancia de incluir perspectivas sistémicas que visibilicen cómo viajan las producciones escritas y entre quiénes. Los enfoques sistémicos exploran el comportamiento humano colectivo en el marco de interacciones cooperativas y competitivas, en las que hay una división social del trabajo, así como acceso jerárquico a recursos, derechos y deberes. Con dicho enfoque, se desarrolló un estudio basado en entrevistas estructuradas a ocho profesionales de la comunicación y la publicidad. El protocolo de entrevista constó de 21 preguntas sobre: 1) información de la organización, 2) perfil y trayectoria profesional, 3) descripción de un proyecto profesional desafiante, y 4) descripción de la ruta de procedimientos para producir un entregable desafiante. Los análisis confirman que la escritura y la comunicación profesional en publicidad social tienen interacciones con la educación; es decir, el uso de la comunicación como medio para promover el cambio. También, se observa que llevar a cabo proyectos profesionales en ONG tiene lugar en una ecología de entregables, vistos como productos intermedios (bocetos, prototipos o borradores) y finales (manuales de campaña, sitios web, murales). Los resultados pueden usarse para diseñar experiencias de aprendizaje con casos profesionales de simulación, como los reportados en este estudio.

show abstract

Section: Discussionunclassified

Explorar la escritura y la comunicación profesional: casos de publicidad social para ONG

Cardona

Castillo

2021

Rev.virtual univ. catol. norte

View full text Add to dashboard Cite

show abstract

“…The need to raise global awareness about the climate crisis is also involving institutions and non-governmental organizations (Conrad & Oleart, 2020), although Quiroga (2019) points out that environmental policies should be strengthened. There are campaigns focused on raising awareness in society, using social media (Liang et al, 2021;Madhavi, 2019), and which seek to engage citizens to transform their attitudes and make them more eco-sustainable (Buil et al, 2017;Senes & Ricciulli-Duarte, 2019).…”

Section: Introductionmentioning

confidence: 99%

Pro-environmental Advertising Strategies of Greatest Impact Among College Audiences

Pérez¹,

Moreno²,

López-Bouzas³

et al. 2023

ixc

View full text Add to dashboard Cite

The aim of this study is to know the opinion of undergraduate students (N=296) on the most impactful advertising strategies to design future environmental awareness campaigns. The methodology is empirical, non-experimental, descriptive, exploratory, and analytical. It focuses on examining the opinion of respondents about the preferred communication channels used to transmit pro-environmental messages, the audio-visual formats that draw their attention, the most persuasive narrative, the most impactful messages, and the people they find most credible for pro-environmental campaigning. The findings show that young audiences prioritize social media; real images; informative and testimonial narratives; catastrophic, hopeful, and inspirational messages; and nature is the main protagonist of stories. In conclusion, these campaigns should take advantage of the potential of social networks and select the most suitable advertising strategies to ensure their impact and encourage change towards eco-sustainable actions.

show abstract

“…Today's companies want to humanize their brands by making them socially responsible and inclusive in advertising, to generate social and cultural changes [1]. Social campaigns toward the LGBT community have increased considerably, as it is a constantly-growing market searching for representation [2,3].…”

Section: Introductionmentioning

confidence: 99%

“…The "gay showcase advertising" made this possible to enter the media, because its strategy was to encode images with subtexts understood by the homosexual audience [3,4,12]. Nowadays, the community has become noticeable because the media have contributed to shaping attitudes, developing social ideologies, and understanding gender diversity [1,2,13]. Despite the efforts made by the media, there are still factors that integrate inequality and rejection, such as: (a) the political ideology, which refers to the set of ideas and/or values that may influence consumers' attitudes [3,5,10]; and (b) the religious ideology, which contributes to the rejection, as they express disapproval and disgust toward another type of sexual orientation, because the Holy Bible so demands [14].…”

Section: Introductionmentioning

confidence: 99%

Gay-Friendly as an Advertising Resource

Cordova-Vargas¹,

Gallardo-Echenique²

2022

Advances in Social Science, Education and Humanities Research

View full text Add to dashboard Cite

Gay-friendly is the resource that spreads the homosexual identity to create an inclusive culture, which reflects the values, principles of equal opportunities, and respect to diversity among the brands and the audience. This study analyses how the insertion of gay-friendly in the spot "Emotion unites us" can determine the success or the failure of the brand Movistar according to catholic parents. The study is positioned on a phenomenological paradigm. The results showed that for a brand to succeed or to fail, some factors need to be considered: the frequency of this spot, the intensity of the homosexual affection, the broadcast schedule, and finally, the quality of the service rendered. It is concluded that gay-friendly is one of the factors that may contribute to the success or failure, but it is not the only final determinant.

show abstract

La publicidad social como herramienta para la construcción de ciudadanía

Cited by 12 publications

References 1 publication

Explorar la escritura y la comunicación profesional: casos de publicidad social para ONG

Explorar la escritura y la comunicación profesional: casos de publicidad social para ONG

Pro-environmental Advertising Strategies of Greatest Impact Among College Audiences

Gay-Friendly as an Advertising Resource

Contact Info

Product

Resources

About