Marcas sonrientes. Humor y engagement en Publicidad (UOCPress Comunicacioacute;n) (Spanish Edition)
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Description : iquest;Por queacute; la publicidad televisiva ha empleado tan poco el humor en los uacute;ltimos antilde;os? iquest;Por queacute; la publicidad en Espantilde;a es tan gris? Estas cuestiones son el germen de una investigacioacute;n que ha durado tres antilde;os (2012-2015) y que ha dado lugar a la tesis doctoral: laquo;La conexioacute;n emocional generada por el humor como elemento de engagement en marcas consolidadasraquo;. Una investigacioacute;n que ha demostrado que, en un contexto de crisis econoacute;mica, fragmentacioacute;n de las audiencias, saturacioacute;n publicitaria y entorno multipantalla el humor continuacute;a siendo una estrategia vaacute;lida para generar engagement. Es maacute;s, si el anuncio gusta ndash;hace que laquo;la marca me caiga mejorraquo;ndash; se viralizaraacute;. Conexioacute;n emocional y prescripcioacute;n orgaacute;nica. iquest;Hay algo maacute;s que una marca pueda sontilde;ar?
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