How to Cite
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.
References
Aaker, D. (2002). Construir marcas poderosas. Barcelona: Gestión 2000.
Álvarez Ruiz, A. (2012). La magia de planner. Madrid: ESIC.
Ariely, D. (2008). Las trampas del deseo. Barcelona: Ariel.
Bernstein, D. (1974). Creative Advertising. London. Longman.
Binet, L. y Field, P. (2008). Marketing in the Era of Accountability. Henley-on-Thames: WARC.
Binet, L. y Field, P. (2012). Advertising Effectiveness; The long and short of it. London: IPA DataMine.
Brymer, C. (2009). The Nature of Marketing: Marketing to the Swarm as Well as the Herd. London: Palgrave Macmillan UK.
Farrán, E. (2013). Storytelling como herramienta y mejora de la eficacia en publicidad. Análisis de los casos Aquarius y BMW en televisión (1992-2010). Tesis Doctoral. Universitat Jaume I de Castelló.
Feldwick, P. (2015). Anatomy of Humbug. How to think differently about advertising. Leicestershire: Matador.
Halliday, M. (1994). An introduction to functional grammar. London: Arnold.
Holt, D. (2004). How brands become Icons: The principles of cultural branding. Boston: Harvard Business School.
Holt, D. y Cameron, D.(2012). Cultural Strategy: Using Innovative Ideologies to Build Breakthrough Brands. Oxford: Oxford University Press.
Martínez Camino , G. (2006). Diferenciación pragma lingüística de dos tipos de publicidad: Publicidad racional vs publicidad emocional. Santander: Universidad de Cantabria.
Nuñez, A. (2007) ¡Será mejor que lo cuentes¡ Los relatos como herramientas de comunicación. Storytelling. Barcelona: Empresa Activa.
Ogilvy. D. (1984). Confesiones de un publicitario. Barcelona: Orbis.
Ogilvy, D. (1999). Ogilvy & la publicidad. Barcelona: Folio.
Ollé, R. y Riu, D. (2009) El nuevo Brand Management. Cómo plantar marcas para hacer crecer negocios. Barcelona: Ediciones Urano.
Pérez Tornero, J.M. (1982). La semiótica de la publicidad. Barcelona: Editorial Mitre.
Quiñones, C. (2014). Desnudando la mente del consumidor. Consumer insights en el marketing. Barcelona: Gestión 2000.
Regueira, F. (2012). El contenido como herramienta eficaz de comunicación de marca. Análisis teórico y empírico. Tesis doctoral. Madrid: Universidad Rey Juan Carlos.
Rossiter, J.R., & Percy, L. (1983). Visual communication in advertising, en R.J. Harris (ed.), Information processing research in advertising, Nueva York: Lawrence Hillsdale.
Sinek. S.(2011) Start with Why. London: Penguin.
Starch, D. (1923). Principles of advertising. Chicago: A.W.Shaw.
Steel, J. (2000). Truth, Lies & Advertising. The art of account planning (Versión en Español). Madrid: Editorial Eresma & Celeste Ediciones.
Simpson, P. (2001). Reason &Tickle as pragmatic constructs in the discourse of advertising. Journal of pragmatics 33, Belfast, Northern Ireland: Queen´s Univeristy Belfast, pp 589-607.
Sutherland, R. (2010). Behavioural economics: A nudge in the right direction. Admap, March 2010, pp 20-23
Thomas Jr, G.M. (2004). Building the buzz in the hive mind. Journal of Consumer Behavior Volume 4, Issue 1, September 2004, pp 64–72.
Vázquez, P. (2011). El planner en la consecución de la eficacia publicitaria. En: Sánchez Blanco, C. (coordinadora) Planificación estratégica en España. Barcelona: Universitas.
Vaughn, R. (1980). How advertising works: a planning model. Journal of Advertising Research, 20(5), pp 27-33.
VVAA (2014). El libro de la eficacia. La publicidad que funciona. Los casos ganadores de la XVI edición de los premios a la eficacia en comunicación comercial. Madrid: Villena
International Review Of Communication And Marketing Mix provides unrestricted access to its contents from the moment of publication in this electronic edition, and is therefore an open-access magazine. The originals published in this magazine are the property of the University of Seville and it is obligatory to cite their origin in any total or partial reproduction.' All content is distributed under a Creative Commons Attribution 4.0 (CC BY-NC-ND 4.0) license. This should be expressly stated in this way where necessary. You can consult the informative version and the legal text of the license.
The authors who publish in this journal agree to the following terms:
- The assignment of rights is made under the Creative Commons license.
- Authors may separately make additional arrangements for the non-exclusive distribution of the version of the work published in the journal (for example, placing it in an institutional repository or publishing it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are allowed and encouraged to disseminate their work electronically (e.g. in institutional repositories or on their own website) before and during the submission process, as this can lead to productive exchanges, as well as earlier and more extensive citation of published work.
- The dissemination of the articles will be carried out on general social networks, ResearchGate, Mendeley, Academia.edu, Cosis, e-lis and other databases or full text repositories on the Internet with whom the journal establishes an agreement for their dissemination and visibility.
- Copyright is of two kinds: moral rights and economic rights. Moral rights are perpetual prerogatives, unrenounceable, untransferable, inalienable, unattachable and imprescriptible. Economic rights refer to the benefits obtained by the use or disclosure of the works. IROCAMM - International Review of Communication And Marketing Mix is exclusively authorized to make or authorize by any means the use, distribution, dissemination, reproduction, adaptation, translation or transformation of the work.
International Review Of Communication And Marketing Mix does not charge fees for submission of papers, nor does it charge fees for publication of its articles.