La publicidad social iberoamericana en los festivales Cannes Lions y FIAP entre 2012 y 2016

Resultado de la investigación: Contribución a una revistaArtículorevisión exhaustiva

Resumen

This article analyzes the social advertising (SA), from a theoretical and conceptual perspective (associated terms, types of messages, use of concepts), and from a comparison of the awards obtained from advertising festivals such as Cannes Lions and FIAP, focusing the object of study with the proposals of SA. In the methodology, a contextual analysis is applied, analyzing the most representative Ibero-American countries, according to The Gunn Report ranking. Among the most relevant results, it is highlighted that in both festivals, Brazil is leading at the amount of awards obtained. In these festivals the preponderant categories, promotional and creative use of media, contrast with the traditional media, radio and television, less dominant categories in the obtaining of awards.

Título traducido de la contribuciónIberoamerican social advertising in Cannes Lions and FIAP festivals between 2012 and 2016
Idioma originalEspañol
Páginas (desde-hasta)799-834
Número de páginas36
PublicaciónSigna
Volumen27
DOI
EstadoPublicada - 2018

Nota bibliográfica

Publisher Copyright:
© UNED.

Palabras clave

  • Advertising festivals
  • Cannes Lions
  • Fiap
  • Social advertising
  • Social marketing

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