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El branded content y la ética publicitaria en las estrategias de Responsabilidad Social Corporativa. Análisis de campañas.
Authors
María Teresa Pellicer Jordá
Publication date
23 May 2023
Publisher
Sociedad de Española de Estudios de la Comunicación Iberoamericana (SEECI)
Abstract
© 2023 Los autores. This document is made available under the CC-BY-NC 4.0 license http://creativecommons.org/licenses/by-nc /4.0/ This document is the published version of a published work that appeared in final form in Revista de Comunicación de la SEECI.La ética publicitaria está más de moda que nunca y se ha convertido en una rama importante dentro de la conocida como Responsabilidad Social Corporativa. Por este motivo, se está explorando de qué modo los distintos formatos publicitarios pueden adaptarse al nuevo objetivo de las empresas de transmitir los valores y propósitos de marca, de un modo eficaz. El branded contentse posiciona como uno de los formatos estrella para este fin y de eso vamos a tratar en este artículo. Para ello, analizaremos las acciones de branded contentque se han puesto en marcha en España en los últimos cuatro meses del año 2022, lo cual nos permitirá saber cuáles son las temáticas, géneros, formatos y tipos de empresas que lo utilizan, así como las ventajas y limitaciones de su usoAdvertising ethics is more fashionable than ever and has become an important branch within what is known as Corporate Social Responsibility. For this reason, it is exploring how the different advertising formats can be adapted to the new objective of companies to transmit brand values and purposes in an effective way. Branded content is positioned as one of the star formats for this purpose and that is what we are going to discuss in this article. To do this, we will analyze the branded content actions that have been launched in Spain in the last four months of 2022, which will allow us to know what are the themes, genres, formats and types of companies that use it, as well as the advantages and limitations of its use
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DIGITUM Universidad de Murcia (España)
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oai:digitum.um.es:10201/137366
Last time updated on 21/01/2024