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Rational vs emotional communication models. Definition parameters of advertising discourses

 

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Author: González Oñate, Cristina
Farràn Teixidó, Eduard
Vázquez Cagiao, Pablo
Date: 2018
Published in: IROCAMM : International Review Of Communication And Marketing Mix, 1, 88-104.
Document type: Article
Abstract: 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 benefits and by relying on strategic mechanisms such as Reeves’ Unique Selling Proposition (USP). Through this article, we conducted a theoretical review of the resulting rational and emotional communication models from combining different parameters that result in new advertising discourses. For this, we will combine the theory with examples of awarded cases in different Advertising contests to understand the current thin line between the rational and emotional advertising messages. Las nuevas Tecnologías de la Información, así como los cambios en el consumidor, han generado transformaciones en el enfoque estratégico publicitario. La comunicación racional, al estar centrada en el producto, busca la claridad, articulando beneficios claros y apoyándose en mecanismos estratégicos como la Unique Selling Proposition (USP) de Reeves. Por medio de este artículo, realizamos una revisión teórica sobre los modelos de comunicación racional y emocional resultantes si combinamos diferentes parámetros que dan como resultado nuevos discursos publicitarios. Para ello, combinaremos la parte teórica con ejemplos de casos galardonados en diferentes certámenes de Publicidad para comprender la delgada línea entre lo racional y emocional qu
Cite: González Oñate, C., Farràn Teixidó, E. y Vázquez Cagiao, P. (2018). Rational vs emotional communication models. Definition parameters of advertising discourses. IROCAMM : International Review Of Communication And Marketing Mix, 1, 88-104.
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Format: PDF

URI: https://hdl.handle.net/11441/77255

DOI: 10.12795/IROCAMM.2018.i1.06

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