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Comunicar Journal 31: To teach the look. Some proposals to teach watching TV (Vol. 16 - 2008)

«Cuatro»: the new strategy of television trademark to connect with young people


Cristina González-Oñate


The audiovisual design of television continuity, as a model of corporate communication specific of television, is an identifying wrapper of the television channels. It has become a strategic model that increasingly manages to create television trademarks and offers values to the audience. It is precisely in this business concept of television channels where the importance of dealing with communication as a fundamental tool has reappeared; a tool that is able to transmit its trademark in order to project an Image and a positive attitude in the audience.


Television, strategy, trademark, audience, image, identity, advertising