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Artículo
Digital advertising storytelling: consumer educommunication
(Universidad de Sevilla, 2018)
This is a revision of the concept of digital storytelling to get a definition from a point of view of consumer educommunication. This is how new digital advertising storytelling can modify consumer roles and behaviors. So, ...
Artículo
Rational vs emotional communication models. Definition parameters of advertising discourses
(Universidad de Sevilla, 2018)
The new information technology, as well as changes in the consumer, have generated transformations in the strategic advertising focus. Since rational communication focuses on the product, it seeks clarity by articulating ...