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Modalidades, usos y presencia de la ficción como recurso creativo en la publicidad radiofónica
| Content Provider | Semantic Scholar |
|---|---|
| Author | Foix, Núria Arcos Páez, Juan José Perona |
| Copyright Year | 2011 |
| Abstract | Modalities, uses and presence of fiction as a creative resource in radio advertising After defining what can be considered fiction in radio advertising and coining three different fictional modalities -dramatized, narrated and illustrative or media testimonial-, this article studies and analyzes how frequently fiction and each of its modalities are found in conventio - nal radio spots, as well as their specificity according to the advertised product or service and the type of advertising (commercial or non-commercial). Results demonstrate that, despite its communicative and seductive potential when it comes to constructing eminently persuasive messages, fiction is a hardly used creative resource, which appears in less than a third of the advertisements. |
| Starting Page | 1 |
| Ending Page | 19 |
| Page Count | 19 |
| File Format | PDF HTM / HTML |
| DOI | 10.7238/a.v0i43.1309 |
| Alternate Webpage(s) | https://ddd.uab.cat/pub/analisi/02112175n43/02112175n43p1.pdf |
| Alternate Webpage(s) | https://doi.org/10.7238/a.v0i43.1309 |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
