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

    Huella

    Profundice en los temas de investigación de 'La publicidad social iberoamericana en los festivales Cannes Lions y FIAP entre 2012 y 2016'. En conjunto forman una huella única.

    Citar esto