Acceso usuarios
Carla Rogel del Hoyo, Mar Marcos Molano
Dado el protagonismo que han alcanzado las marcas en la sociedad, convertidas en vehícu los de comunicación de las compañías con los ciudadanos a través de un diálogo emocional y po-sitivo, la publicidad está sufriendo una profunda restructuración hacia planteamientos interdis-ciplinares desde la transmedialidad al advertainment. En este escenario, el branded content se posiciona como una herramienta esencial para transmitir los valores de las empresas a través de un discurso aspiracional utilizado para fidelizar a la audiencia. La investigación utiliza un método de trabajo basado en el análisis de contenido comparativo a partir de siete estudios de caso con el fin de reconocer los elementos que establecen los valores de branded content. Las piezas son descritas a partir de una lista de dimensiones que precisará una serie de elementos comunes a través de los cuales hacer la comparación entre dichas piezas y establecer de este modo la importancia del storytelling. El análisis demostrará cómo se configura una publicidad asentada en la comunicación aspiracional, donde las marcas dialogan con diferentes formatos audiovisuales hibridando sus contenidos, mensajes y canales y explorando las particu laridades del branded content como concepto fundamental de una necesaria renovación de la mirada pu-blicitaria convencional.
Given the prominence that brands have achieved in society, becoming vehicles for communica-tion between companies and citizens through an emotional and positive dGiven the prominence that brands have achieved in society, becoming vehicles for communica-tion between companies and citizens through an emotional and positive dialogue, advertising is undergoing a profound restructuring towards interdisciplinary approaches from transmediality to advertainment. In this scenario, branded content is positioned as an essential tool to convey the values of companies through an aspirational discourse used to build audience loyalty. The research uses a working method based on comparative content analysis from seven case studies in order to recognize the elements that establish the values of branded content. The pieces are described from a list of dimensions that will specify a series of common elements through which to make a comparison between these pieces and thus establish the importance of storytelling. The analysis will show how an advertising based on aspirational communication is configured, where brands dialogue with different audiovisual formats, hybridizing their contents, messages and channels and exploring the particu larities of branded content as a fundamental concept of a necessary renewal of the conventional advertising look.ialogue, advertising is undergoing a profound restructuring towards interdisciplinary approaches from transmediality to advertainment. In this scenario, branded content is positioned as an essential tool to convey the values of companies through an aspirational discourse used to build audience loyalty. The research uses a working method based on comparative content analysis from seven case studies in order to recognize the elements that establish the values of branded content. The pieces are described from a list of dimensions that will specify a series of common elements through which to make a comparison between these pieces and thus establish the importance of storytelling. The analysis will show how an advertising based on aspirational communication is configured, where brands dialogue with different audiovisual formats, hybridizing their contents, messages and channels and exploring the particu larities of branded content as a fundamental concept of a necessary renewal of the conventional advertising look.
