El enmascaramiento como estrategia persuasiva en la publicidad para jóvenes

dc.creator	Jesús Bermejo Berros
dc.date	2013-08-01T00:00:00Z
dc.date.accessioned	2015-07-20T22:05:30Z
dc.date.available	2015-07-20T22:05:30Z
dc.identifier	1134-3478
dc.identifier	1988-3293
dc.identifier	10.3916/C41-2013-15
dc.identifier	https://doaj.org/article/fdcb0478646549d3a34a3748456e6d2a
dc.identifier.uri	http://evidence.thinkportal.org/handle/123456789/9800
dc.identifier.uri	https://doaj.org/article/fdcb0478646549d3a34a3748456e6d2a
dc.description	Young people today live in a media culture where the content they access and circulate through by means of different audiovisual technological devices is part of their informal education. In this context, the traditional advertising inserted into these media is giving way to new strategies through which advertising is masked within other content consumed by young people. They believe they are sufficiently wellinformed to consider advertising's influence on them to be relative, and claim to be equipped with effective strategies that immunize them against it. However, as argued in this article, current advertising is implementing new persuasive forms that go unnoticed. We present an empirical investigation involving 154 students. Through an interactive computing device, the students processed a total of 223 stimuli corresponding to a graphic communication medium. The dependent variables include the degree of success in identifying the presence of advertising in the stimuli and reaction time. The results show how new masking strategies in advertising hinder young people's awareness that they are receiving advertising messages. This facilitates a failure to create counterarguments. The results of this work open up the discussion of whether it is relevant to make known to young people, as part of their education and training, these current effective advertising strategies deriving from informal education systems.
dc.language	Spanish
dc.language	English
dc.publisher	Grupo Comunicar Ediciones
dc.relation	http://dx.doi.org/10.3916/C41-2013-15
dc.relation	https://doaj.org/toc/1134-3478
dc.relation	https://doaj.org/toc/1988-3293
dc.rights	CC BY-NC-SA
dc.source	Comunicar, Vol XXI, Iss 41, Pp 157-165 (2013)
dc.subject	Enmascaramiento
dc.subject	Atención
dc.subject	Educación informal
dc.subject	Publicidad
dc.subject	Persuasión
dc.subject	Juventud
dc.subject	Hiperestimulación cognitiva
dc.subject	Communication. Mass media
dc.subject	P87-96
dc.subject	Philology. Linguistics
dc.subject	P1-1091
dc.subject	Language and Literature
dc.subject	P
dc.subject	DOAJ:Media and communication
dc.subject	DOAJ:Social Sciences
dc.subject	Education (General)
dc.subject	L7-991
dc.subject	Education
dc.subject	L
dc.subject	DOAJ:Education
dc.subject	DOAJ:Social Sciences
dc.subject	Communication. Mass media
dc.subject	P87-96
dc.subject	Philology. Linguistics
dc.subject	P1-1091
dc.subject	Language and Literature
dc.subject	P
dc.subject	Education (General)
dc.subject	L7-991
dc.subject	Education
dc.subject	L
dc.subject	Communication. Mass media
dc.subject	P87-96
dc.subject	Philology. Linguistics
dc.subject	P1-1091
dc.subject	Language and Literature
dc.subject	P
dc.subject	Education (General)
dc.subject	L7-991
dc.subject	Education
dc.subject	L
dc.subject	Communication. Mass media
dc.subject	P87-96
dc.subject	Philology. Linguistics
dc.subject	P1-1091
dc.subject	Language and Literature
dc.subject	P
dc.subject	Education (General)
dc.subject	L7-991
dc.subject	Education
dc.subject	L
dc.title	El enmascaramiento como estrategia persuasiva en la publicidad para jóvenes
dc.type	Article