Advertising digital, storytelling and transmedia narrative: Consumer educommunication

• Autores: Rodrigo Elías Zambrano, Gloria Jiménez Marín, Irene García Medina
• Localización: Razón y palabra, ISSN-e 1605-4806, Nº. 101, 2018 (Ejemplar dedicado a: Narrativa transmedia e industrias culturales como diálogo social), págs. 467-478
• Idioma: inglés
• Títulos paralelos:
  • Publicidade digital, storytelling e transmedia narrativa: educomunicação do consumidor
  • Publicidad digital, storytelling y transmedia narrative: Educomunicación del consumidor
• Enlaces
  • Texto completo
• Dialnet Métricas: 5 Citas
• Resumen
  • español

    El presente texto trata de analizar las relaciones entre el concepto de storytelling digital aplicado a la publicidad partiendo de la base de la narrativa transmedia. Esto es: cómo la nueva narrativa transmediática ayuda a la construcción de discursos publicitarios basados en la noción de storytelling y cómo ello establece las bases para una educomunicación del consumidor, del espectador y/o del target.

  • português

    O presente texto tenta analisar as relações entre o conceito de narrativa digital aplicado à publicidade a partir da base da narrativa transmedia. Isto é: como a nova narrativa transmediaica ajuda a construção de discursos publicitários com base na noção de narrativa e como estabelece as bases para uma educação do consumidor, o espectador e / ou o target.

  • English

    The present text tries to analyze the relationships between the concept of digital storytelling applied to advertising starting from the base of the transmedia narrative. This is: how the new transmediatic narrative helps the construction of advertising discourses based on the notion of storytelling and how it establishes the bases for an educommunication of the consumer, the spectator and / or the target.

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