Palabras clave

Enmascaramiento, atención, educación informal, publicidad, persuasión, juventud, hiperestimulación cognitiva

Resumen

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.

Referencias

Adam, J.M. & Bonhomme, M. (2000). La argumentación publicitaria. Retórica del elogio y de la persuasión. Madrid: Cátedra.

Link Google Scholar

Bajtin, M. (1991). Teoría y estética de la novela. Madrid: Taurus.

Link Google Scholar

Bermejo, J. (2013a). Nuevas estrategias retóricas en la sociedad de la neopublicidad. Icono 14, 11 (1), 99-124.

Link Google Scholar

Bermejo, J. (2011a). Hiperestimulación cognitiva y publicidad. Pensar la Publicidad, 5, 2, 13-19 (http://revistas.ucm.es/index.php/PEPU/article/view/38190/36949) (07-12-2012).

Link Google Scholar

Bermejo, J. (2011b). Estrategias persuasivas de la comunicación publicitaria en el marco del sistema publicitario gráfico español. Sphera Pública, 11, 21-41.

Link Google Scholar

Bermejo, J. (2011c). Estrategias persuasivas en la nueva comunicación publicitaria: del ‘below the line’ al ‘off the line’. Trípodos, Extra, 219-229.

Link Google Scholar

Bermejo, J. (2011d). Estrategias de comunicación en las administraciones públicas a través de la publicidad impresa. El Profesional de la Información, 20, 4, 399-405.

Link DOI | Link Google Scholar

Bermejo, J., De Frutos, B. & Couderchon, P. (2011). The Perception of Print Ad-vertising in the New Strategies of Hybridisation of Genres. X International Conference on Research in Advertising (ICORIA). Berlín, 23-25 de junio 2011. Europa-Universität Viadrina Frankurt (Oder) y Bergische Universität Wuppertal.

Link Google Scholar

Dagnaud, M. (2003). Enfants, consommation et publicité télévisée. Paris: La Documentation Française.

Link Google Scholar

Eysenck, M.W. & Keane, M.T. (2000). Cognitive Psychology. Hove: Psychology Press.

Link Google Scholar

Froufe, M., Sierra, B. & Ruiz, M.A. (2009). El inconsciente cognitivo en la psicología científica del siglo XXI. Extensión Digital, 1, 1-22.

Link Google Scholar

Gunter, B., Oates, C. & Blades, M. (2005). Advertising to Children on TV: Content, Impact and Regulation. Mahwah, New Jersey: LEA.

Link Google Scholar

Harris, J.L., Bargh, J.A. & Brownell, K.D. (2009). Priming Effects of Television Food Advertising on Eating Behavior. Health Psychology, 28, 4, 404-413.

Link DOI | Link Google Scholar

Hassin, R., Ulleman, J. & Bargh, J. (Eds.) (2005). The New Unconscious. New York: OUP.

Link Google Scholar

Heath, R. (2007). Emotional Persuasion in Advertising: A Hierarchy-of-Processing Model. (http://opus.bath.ac.uk) (07-12-2012).

Link Google Scholar

Heath, R. (2012). Seducing the Subconscious. The Psychology of Emotional Influence in Advertising. Oxford: Wiley-Blackwell.

Link DOI | Link Google Scholar

Heath, R., Nairn, A.C. & Bottomley, P. (2009). How Effective is Creativity? Emotive Content in TV Advertising does not Increase Attention. Journal of Advertising Re-search, 49 (4), 450-463.

Link DOI | Link Google Scholar

Heylighen, F. (2012). Complexity and Information Overload in Society: Why Increasing Efficiency Leads to Decreasing Control (http://pespmc1.vub.ac.be/Papers/Info-Overload.pdf) (14-12-2012).

Link Google Scholar

Jeong, S.H. & Fishbein, M. (2007). Predictors of Multitasking with Media: Media Factors and Audience Factors. Media Psychology, 10, 3, 364-384.

Link DOI | Link Google Scholar

Kapferer, J.N. (1985). L’enfant et la publicité. Paris: Dunod.

Link Google Scholar

Klingberg, T. (2009). The Overflowing Brain: Information Overload and the Limits of Working Memory. New York: Oxford University Press.

Link Google Scholar

Knowles, E.S & Linn, J.A. (2004). Resistance and Persuasion. Mahwah, New Jersey: LEA.

Link Google Scholar

Linell, P. (1998). Approaching Dialogue. Talk, Interaction and Contexts in Dialogical Perspective. Amsterdam & Philadelphia: John Benjamins.

Link Google Scholar

Martí-Parreño, J. (2010). Funny Marketing. Madrid: Wolters Kluwer.

Link Google Scholar

Martínez-López, J.S. (2011). Sociedad del entretenimiento: Construcción socio-histórica, definición y caracterización de las industrias que pertenecen a este sector. Revista Luciérnaga, III, 6, 6-16.

Link Google Scholar

Minot, F. & Laurent, S. (2002).Les enfants et la publicité télévisée. Paris: Documenta-tion Française.

Link Google Scholar

Moore, T.E. (1982) Subliminal Advertising: What you See is What you Get. Journal of Marketing, 46, 2, 38-47.

Link DOI | Link Google Scholar

Nabi, R. & Beth, M. (2009). Media Processes and Effects. Thousand Oaks: Sage.

Link Google Scholar

Ophir, E., Nassb, C. & Wagnerc, A.D. (2009). Cognitive Control in Media Multitaskers. PNAS, 106, 35, 15.583-15.587.

Link DOI | Link Google Scholar

Pérez-Tornero, J.M. (2008). La sociedad multipantallas: retos para la alfabetización mediática. Comunicar, 31, XVI, 15-25. (DOI:10.3916/c31-2008-01-002).

Link DOI | Link Google Scholar

Petrova, P.K., Cialdini, R.B., Goldstein, N.J. & Griskevicius, N. (2012). Protecting Consumers from Harmful Advertising: What Constitutes an Effective Counter Ar-gument? (www.mba.tuck.dartmouth.edu) (19-12-2012).

Link Google Scholar

Sanagustin, E. (2009). Claves del nuevo marketing. Barcelona: Gestión 2000.

Link Google Scholar

Sayre, S. & King, C. (2010). Entertainment and Society: Influences, Impacts, and Innovations. New York: Routledge.

Link Google Scholar

Shapiro, S., Macinnis, D.J. & Heckler, S.E. (1997). The Effects of Incidental ad Exposure on the Formation of Considerations Sets. Journal of Consumer Research, 24, 94-104.

Link DOI | Link Google Scholar

Shrum, L.J. (Ed.). (2004). The Psychology of Entertainment Media: Blurring the Lines between Entertainment and Persuasion. Mahwah NJ: LEA.

Link Google Scholar

Solana, D. (2010). Postpublicidad. Reflexiones sobre una nueva cultura publicitaria. Barcelona: Doubleyou.

Link Google Scholar

Trappey, C. (1996). A Meta-Analysis of Consumer Choice. Psychology and Marketing, 13, 517-530

Link DOI | Link Google Scholar

Wright, P.L. (1980). Message-Evoked Thoughts: Persuasion Research Using Thought Verbalizations. Journal of Consumer Research, 7, 151-175.

Link DOI | Link Google Scholar

Fundref

Este trabajo no tiene ningún soporte financiero

Crossmark

Ficha técnica

Métricas

Métricas de este artículo

Vistas: 36854

Lectura del abstract: 31047

Descargas del PDF: 5807

Métricas completas de Comunicar 41

Vistas: 962994

Lectura del abstract: 832244

Descargas del PDF: 130750

Citado por

Citas en Web of Science

Guevara Martinez, Javier. Human ecology and pro-environmental action: reciprocal otherness amongst the classroom, school and the community for sustainable waste management REVISTA LATINOAMERICANA DE PSICOLOGIA, 2013.

Link Google Scholar

Saura Perez, Angeles. Entangled Exhibition Project: Artistic masking as methodological strategy in order to profesional skill development HISTORIA Y COMUNICACION SOCIAL, 2013.

https://doi.org/10.5209/rev_HICS.2013.v18.44335

Garrido, Pablo; Fernandez-Fernandez, Paloma; Banos-Gonzalez, Miguel. Strategies for dealing with new technological and economic situation of Spanish advertising industry REVISTA MEDITERRANEA COMUNICACION-JOURNAL OF COMMUNICATION, 2014.

https://doi.org/10.14198/MEDCOM2014.5.2.07

Ruiz-del-Olmo, Francisco-Javier; Belmonte-Jimenez, Ana-Maria. Young People as Users of Branded Applications on Mobile Devices COMUNICAR, 2014.

https://doi.org/10.3916/C43-2014-07

Del Pino-Romero, Cristina; Castello-Martinez, Araceli. Advertising communication gets fashionable: branded content and fashion films REVISTA MEDITERRANEA COMUNICACION-JOURNAL OF COMMUNICATION, 2015.

https://doi.org/10.14198/MEDCOM2015.6.1.07

Castello Martinez, Araceli; del Pino Romero, Cristina; Tur-Vines, Victoria;. Celebrity Brand Content Strategies Aimed at the Teenage Market REVISTA ICONO 14-REVISTA CIENTIFICA DE COMUNICACION Y TECNOLOGIAS , 2016.

https://doi.org/10.7195/ri14.v14i1.883

Javier Ruiz del Olmo, Francisco; Bustos Diaz, Javier. From tweet to photography, the evolution of political communication on Twitter to the image. The case of the debate on the State of the nation in Spain (2015) REVISTA LATINA DE COMUNICACION SOCIAL, 2016.

https://doi.org/10.4185/RLCS-2016-1086

Liu Bing; Liu Fu. Analysis on the Method and Principle of Graphic Advertising Based on Creative Design PROCEEDINGS OF 2016 INTERNATIONAL SYMPOSIUM - REFORM AND INNOVATION OF HIGHER ENGINEERING EDUCATION, 2016.

Link Google Scholar

Gonzalez-Palomares, Alba; Rey-Cao, Ana;. Sport, advertising and brands in physical education textbooks CUADERNOS INFO , 2020.

https://doi.org/10.7764/cdi.46.1428

Citas en Scopus

Huang, W.-T., Ho, H.-F.. Media effectiveness on commodity purchase behavior of university students in Taiwan), Asian Social Science, .

https://doi.org/10.5539/ass.v11n4p378

Bermejo-Berros, J.. A classification of branded entertainment based on psychological levels of processing), Advertising and Branding: Concepts, Methodologies, Tools, and Applications, .

https://doi.org/10.4018/978-1-5225-1793-1.ch008

Ruiz del Olmo, F.J., Bustos Díaz, J.. From tweet to photography, the evolution of political communication on Twitter to images. The case of the debate on the State of the Nation in Spain (2015)), Revista Latina de Comunicacion Social, .

https://doi.org/10.4185/RLCS-2016-1086en

Bermejo-Berros, J.. A classification of branded entertainment based on psychological levels of processing), Engaging Consumers through Branded Entertainment and Convergent Media, .

https://doi.org/10.4018/978-1-4666-8342-6.ch002

Ruiz-Del-Olmo, F.-J., Belmonte-Jiménez, A.-M.. Young people as users of branded applications on mobile devices), Comunicar, .

https://doi.org/10.3916/C43-2014-07

Gonzalez-Palomares, A., Rey-Cao, A. . Sport, advertising and brands in physical education textbooks | [Deporte, publicidad y marcas en los libros de texto de educación física]), Cuadernos.info, .

https://doi.org/10.7764/cdi.46.1428

Martínez, J.G. . Human ecology and pro-environmental action: Reciprocal otherness amongst the classroom, school and the community for sustainable waste management | [Ecología humana y acción pro-ambiental: Alteridades recíprocas aula-escuelacomunidad para el manejo sustentable de residuos]), #EANF#, .

https://doi.org/10.14349/rlp.v45i3.1486

Citas en Google Scholar

del Olmo, F. J. R., & Díaz, J. B. (2016). Del tweet a la fotografía, la evolución de la comunicación política en Twitter hacia la imagen. El caso del debate del estado de la nación en España (2015). Revista Latina de Comunicación Social, (71), 108-123.

https://www.redalyc.org/pdf/819/81943468006.pdf

del Olmo, F. J. R., & Jiménez, A. M. B. (2014). Los jóvenes como usuarios de aplicaciones de marca en dispositivos móviles. Comunicar: Revista científica iberoamericana de comunicación y educación, (43), 73-81.

https://dialnet.unirioja.es/servlet/articulo?codigo=4738079

Ruiz del Olmo, F. J., & Belmonte Jiménez, A. M. (2014). Los jóvenes como usuarios de aplicaciones de marca en dispositivos móviles/Young People as Users of Branded Applications on Mobile Devices.

http://www.revistalatinacs.org/071/paper/1086/06en.html

Huang, W. T., & Ho, H. F. (2015). Media effectiveness on commodity purchase behavior of university students in Taiwan. Asian Social Science, 11(4), 378.

https://pdfs.semanticscholar.org/12d2/2a138d869fce984702d0f69790fefd09eca1.pdf

BELMONTE-JIMÉNEZ, A. M. (1988). Young People as Users of Branded Applications on Mobile Devices.

...

Bermejo-Berros, J. (2015). A classification of branded entertainment based on psychological levels of processing. In Engaging consumers through branded entertainment and convergent media (pp. 22-52). IGI Global.

...

Morva, O. (2015). Affirmation of Everyday Life by Making the Ordinary Visible:# everydaylife. Negotiating (In) Visibility: Managing Attention in the Digital Sphere, 170.

http://cicr.blanquerna.edu/wp-content/uploads/2015/06/CICR2015V2-actas.pdf#page=89

Jenkins, J. L. (2017). Black Women and Advertising Ethics. Feminists, Feminisms, and Advertising: Some Restrictions Apply, 109.

...

Walker, B. Image Analysis: Vicks Advertisement.

https://blogs.uis.edu/englishportfolio/image-analysis-vicks-advertisement/

Ruiz del Olmo, F. J., & Belmonte Jiménez, A. M. (2014). Los jóvenes como usuarios de aplicaciones de marca en dispositivos móviles/Young People as Users of Branded Applications on Mobile Devices.

https://riuma.uma.es/xmlui/handle/10630/7937

Pino Romero, C. D., & Castelló-Martínez, A. (2015). La comunicación publicitaria se pone de moda: branded content y fashion films.

http://rua.ua.es/dspace/handle/10045/44253

Castello-Martinez, A., Pino Romero, C. D., & Tur-Viñes, V. (2016). Estrategias de contenido con famosos en marcas dirigidas a público adolescente.

http://rua.ua.es/dspace/handle/10045/52866

Martínez, J. G. (2013). Ecología humana y acción pro-ambiental: alteridades recíprocas aula-escuela-comunidad para el manejo sustentable de residuos. Revista Latinoamericana de Psicología, 45(3), 449-459.

https://www.redalyc.org/pdf/805/80529820010.pdf

Garrido, P., Fernández-Fernández, P., & Baños-González, M. (2014). Estrategias ante la nueva situación tecnológica y económica del sector publicitario español.

http://rua.ua.es/dspace/handle/10045/43165

Berros, J. B. (2018). Una propuesta de metodología multidimensional en los estudios de audiencia y recepción. Disertaciones: Anuario electrónico de estudios en Comunicación Social, 11(1), 127-149.

https://dialnet.unirioja.es/servlet/articulo?codigo=6223225

de la Vega, L. F., & Arévalo, O. Z. (2016). Factores que determinan el recuerdo de la marca en la publicidad out of home. Marketing Visionario, 4(2), 92-102.

http://ojs.urbe.edu/index.php/market/article/view/2378

Gómez-Escalonilla Lorenzo, B. (2017). Medios de comunicación y consumo de drogas en la adolescencia. prevención, 1, 2.

https://pdfs.semanticscholar.org/b254/5d7bd0b890ea55f474b998fecac616a12739.pdf

Konrad, M., Andrea, T., & Rojas Gutiérrez, T. A. (2018). Instagram: una nueva plataforma publicitaria.

http://repositorio.uchile.cl/bitstream/handle/2250/150648/tesis-instagram.pdf?sequence=1

CASTELLÓ-MARTÍNEZ, A. Dra. Cristina DEL PINO-ROMERO.

...

López Bravo, J. A. (2016). Investigación de mercado para conocer las preferencias en publicidad de los estudiantes Universitarios de Machala.

http://repositorio.utmachala.edu.ec/handle/48000/7873

Gualli, G., & Geovanny, S. (2018). Impacto de las estrategias de comunicación y marketing de las pymes en Urdesa y efectos en la aceptación de sus clientes en el 2018 (Bachelor's thesis, Universidad de Guayaquil, Facultad de Comunicación Social.).

http://repositorio.ug.edu.ec/handle/redug/27551

ARGUDO GONZÁLEZ, K. S. (2017). ANÁLISIS COMUNICACIONAL DE CONSTRUCCIÓN DE ESTEREOTIPOS ÉTNICOS A PARTIR DE RECEPCIÓN DE PUBLICIDAD TELEVISIVA DE LOS 90 AL 2010 EN JÓVENES DE GUAYAQUIL EN EL 2016” (Doctoral dissertation, UNIVERSIDAD DE GUAYAQUIL).

http://repositorio.ug.edu.ec/handle/redug/21349

BAÑOS-GONZÁLEZ, M. (2014). FERNÁNDEZ. SUMARIO/SUMMARY, 91.

http://rua.ua.es/dspace/bitstream/10045/43440/1/ReMedCom_05_02.pdf#page=93

Guevara Martínez, J. (2013). Human ecology and pro-environmental action: reciprocal otherness amongst the classroom, school and the community for sustainable waste management. Revista Latinoamericana de Psicología, 45(3), 447-457.

http://www.scielo.org.co/scielo.php?pid=S0120-05342013000300010&script=sci_arttext&tlng=en

Torres Rodríguez, M. T. (2014). Humor y BC: el caso de Vodafone Yu.

http://rua.ua.es/dspace/handle/10045/39673

ABAD ARMIJOS, D. A. N. I. E. L. A. (2017). ANÁLISIS DE LA SITUACIÓN DEL CENTRO MEDICO DAFNE & DAGMAR PARA LA IMPLEMENTACIÓN DE ESTRATEGIAS PUBLICITARIAS, PARA MEJORAR SU POSICIONAMIENTO (Doctoral dissertation, UNIVERSIDAD DE GUAYAQUIL).

http://repositorio.ug.edu.ec/bitstream/redug/20292/1/DANIELA%20MAR%C3%8DA%20ABAD%20ARMIJOS.pdf

Falagán Miguélez, P. (2016). La efectividad de la publicidad en los jóvenes= The efficiency of advertising over young people.

http://buleria.unileon.es/handle/10612/5588

de la Vega, L. E. F., Arévalo, O. Z., & Sánchez, D. C. EFECTO DE LAS MARCAS EN LA PERCEPCIÓN DE IMÁGENES AFECTIVAS DE LA (INTERNATIONAL AFFECTIVE PICTURE SYSTEM IAPS).

http://congreso.investiga.fca.unam.mx/docs/xix/docs/15.06.pdf

Martínez, A. C., del Pino Romero, C., & Tur-Viñes, V. Celebrity Brand Content Strategies Aimed at the Teenage Market.

...

Fischer, L., Zamora, O., & Chavez, D. (2014). IS THE TIME OF RESPONSE A FACTOR THAT DETERMINES THE BRAND RECALL/IMAGE?. European Scientific Journal, 10(20).

http://www.academia.edu/download/35106219/3825-11085-1-PB.pdf

Descarga

Métricas alternativas

Cómo citar

Bermejo-Berros, J. (2013). Masking as a persuasive strategy in advertising for young. [El enmascaramiento como estrategia persuasiva en la publicidad para jóvenes]. Comunicar, 41, 157-165. https://doi.org/10.3916/C41-2013-15

Compartir

           

Oxbridge Publishing House

4 White House Way

B91 1SE Sollihul Reino Unido

Administración

Redacción

Creative Commons

Esta web utiliza cookies para obtener datos estadísticos de la navegación de sus usuarios. Si continúas navegando consideramos que aceptas su uso. +info X