Atributos creativos del branded content

Bibliographic Details
Main Author: Llorente-Barroso, Carmen
Publication Date: 2022
Other Authors: Ferreira, Ivone, Fernández-Muñoz, Cristobal
Format: Article
Language: spa
Source: Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
Download full: http://hdl.handle.net/10362/135402
Summary: UIDB/05021/2020 UIDP/05021/2020
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network_name_str Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
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spelling Atributos creativos del branded contentCreative attributes of branded contentanalysis of awarded pieces in “El Sol” (2015-2021)análisis de piezas premiadas en“El Sol” (2015-2021)Branded contentCreative conceptCreativityInsightStorytelling“El Sol” FestivalCultural StudiesCommunicationUIDB/05021/2020 UIDP/05021/2020Branded content has become one of the most effectivecreativestrategiesforbrandstoachieve a complicit contact with their audiences. The demands of the current communication landscape have forced advertisers to bet on creativity to offer valuable content that involves the target in the construction of the brand itself. The purpose of this research is to identify and explain the creative attributes of branded content using a qualitative methodology. To this end, an analytical recording model was designed, based on previous theories; this was applied to a sample of the 23 pieces that have won a grand prize and/or a gold award at the “El Sol” Festival during its last six editions. The results allow us to delineate a creative pattern of success in branded content strategies, which has remained stable in recent years, and responds to content with affective objectives, often supported by behavioural and/or cognitive nuances; insights that combine, mainly, emotional and cultural aspects, and that articulate promises in the form of benefits for the consumer; emotional arguments; close and empathetic tones that use formats such as storytelling or analogy; and indirect concepts to convey the promises.Instituto de Comunicação da NOVA (ICNOVA)Departamento de Ciências da Comunicação (DCC)RUNLlorente-Barroso, CarmenFerreira, IvoneFernández-Muñoz, Cristobal2022-03-29T01:38:37Z20222022-01-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/article19application/pdfhttp://hdl.handle.net/10362/135402spa2530-0024PURE: 36757008https://doi.org/10.14198/MEDCOM.20783info:eu-repo/semantics/openAccessreponame:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiainstacron:RCAAP2024-05-22T18:00:40Zoai:run.unl.pt:10362/135402Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireinfo@rcaap.ptopendoar:https://opendoar.ac.uk/repository/71602025-05-28T17:31:45.708904Repositórios Científicos de Acesso Aberto de Portugal (RCAAP) - FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiafalse
dc.title.none.fl_str_mv Atributos creativos del branded content
Creative attributes of branded contentanalysis of awarded pieces in “El Sol” (2015-2021)
análisis de piezas premiadas en“El Sol” (2015-2021)
title Atributos creativos del branded content
spellingShingle Atributos creativos del branded content
Llorente-Barroso, Carmen
Branded content
Creative concept
Creativity
Insight
Storytelling
“El Sol” Festival
Cultural Studies
Communication
title_short Atributos creativos del branded content
title_full Atributos creativos del branded content
title_fullStr Atributos creativos del branded content
title_full_unstemmed Atributos creativos del branded content
title_sort Atributos creativos del branded content
author Llorente-Barroso, Carmen
author_facet Llorente-Barroso, Carmen
Ferreira, Ivone
Fernández-Muñoz, Cristobal
author_role author
author2 Ferreira, Ivone
Fernández-Muñoz, Cristobal
author2_role author
author
dc.contributor.none.fl_str_mv Instituto de Comunicação da NOVA (ICNOVA)
Departamento de Ciências da Comunicação (DCC)
RUN
dc.contributor.author.fl_str_mv Llorente-Barroso, Carmen
Ferreira, Ivone
Fernández-Muñoz, Cristobal
dc.subject.por.fl_str_mv Branded content
Creative concept
Creativity
Insight
Storytelling
“El Sol” Festival
Cultural Studies
Communication
topic Branded content
Creative concept
Creativity
Insight
Storytelling
“El Sol” Festival
Cultural Studies
Communication
description UIDB/05021/2020 UIDP/05021/2020
publishDate 2022
dc.date.none.fl_str_mv 2022-03-29T01:38:37Z
2022
2022-01-01T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/135402
url http://hdl.handle.net/10362/135402
dc.language.iso.fl_str_mv spa
language spa
dc.relation.none.fl_str_mv 2530-0024
PURE: 36757008
https://doi.org/10.14198/MEDCOM.20783
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv 19
application/pdf
dc.source.none.fl_str_mv reponame:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
instacron:RCAAP
instname_str FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
instacron_str RCAAP
institution RCAAP
reponame_str Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
collection Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
repository.name.fl_str_mv Repositórios Científicos de Acesso Aberto de Portugal (RCAAP) - FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
repository.mail.fl_str_mv info@rcaap.pt
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