Víctor Hernández-Santaolalla, Jorge David Fernández Gómez, María del Mar Rubio-Hernández
{"title":"Audiovisual Narrative Genres as a Tool for Advertising Research","authors":"Víctor Hernández-Santaolalla, Jorge David Fernández Gómez, María del Mar Rubio-Hernández","doi":"10.5209/esmp.78764","DOIUrl":null,"url":null,"abstract":"Advertising creativity has been scarcely operationalized and, considering the irregular lists of formats drawn up to date, few are the studies that have addressed the classification of the formulas or sources that help to create advertising messages. The aim of this study is to make a contribution in this respect by positing audiovisual narrative genres as useful and prolific sources for gaining strategic insights and establishing creative concepts. To this end, a content analysis was performed on a sample of 411 ads picking up awards or shortlisted at the Cannes Lions International Festival of Creativity (2009-2018). Besides the audiovisual genre, positioning and product categories are also examined. The results indicate the importance of genres, especially comedy and drama, in advertising, while providing several practical pointers as regards their strategic and creative implications.","PeriodicalId":38855,"journal":{"name":"Estudios Sobre el Mensaje Periodistico","volume":" ","pages":""},"PeriodicalIF":0.0000,"publicationDate":"2022-09-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Estudios Sobre el Mensaje Periodistico","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.5209/esmp.78764","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"Social Sciences","Score":null,"Total":0}
引用次数: 0
Abstract
Advertising creativity has been scarcely operationalized and, considering the irregular lists of formats drawn up to date, few are the studies that have addressed the classification of the formulas or sources that help to create advertising messages. The aim of this study is to make a contribution in this respect by positing audiovisual narrative genres as useful and prolific sources for gaining strategic insights and establishing creative concepts. To this end, a content analysis was performed on a sample of 411 ads picking up awards or shortlisted at the Cannes Lions International Festival of Creativity (2009-2018). Besides the audiovisual genre, positioning and product categories are also examined. The results indicate the importance of genres, especially comedy and drama, in advertising, while providing several practical pointers as regards their strategic and creative implications.
广告创意几乎没有付诸实施，考虑到目前拟定的格式清单不规范，很少有研究涉及有助于创造广告信息的公式或来源的分类。本研究的目的是在这方面做出贡献，通过假设视听叙事类型是获得战略见解和建立创造性概念的有用和多产的来源。为此，我们对2009-2018年戛纳国际创意节(Cannes Lions International Festival of Creativity)获奖或入围的411个广告样本进行了内容分析。除了视听类型，定位和产品类别也进行了审查。研究结果表明，广告类型，尤其是喜剧和戏剧在广告中的重要性，同时就其战略和创意意义提供了一些实用的指导。
京公网安备 11010802042870号
京ICP备2023020795号-1
分享
求助内容：
应助结果提醒方式：
扫码关注我们
