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Análisis de las narraciones publicitarias colombianas desde las teorías modernas de marketing

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dc.contributor.advisorEcheverri Rubio, Alejandrospa
dc.contributor.advisorCastaño Molano, Juan Manuelspa
dc.contributor.authorKreuter, Peter Michaelspa
dc.contributor.corporatenameUniversidad Nacional de Colombiaspa
dc.date.accessioned2021-02-03T19:34:00Zspa
dc.date.available2021-02-03T19:34:00Zspa
dc.date.issued2020-08-18spa
dc.description.abstractAdvertising avoidance is perhaps one of the biggest challenges facing marketers today (Kelly, Kerr, Drennan, & Fazal-E-Hasan, 2019). The use of Storytelling, or storytelling, as an advertising medium has become a powerful tool for marketing, as it does not focus on a product or service but rather tells a story that evokes emotions, conveys a message and brand values (Green & Brock, 2000; Dessart, 2018; van Laer, Feiereisen, & Visconti, 2019). This thesis elaborates both the structure and the elements that an advertising narrative requires to take the viewer on a journey into the narrative world where attitudes and behaviors are formed. To determine the impact of advertisements, two narrative commercials from two different brands were chosen and an empirical study was conducted with a total sample of 258 participants. The results proved that an advertisement of this format requires: (1) a useful message, a reason to tell it and worth talking about, (2) it requires identifiable characters, a hero to empathize with, (3) a good story starts with a conflict, obstacles that provoke attitude changes, (4) a powerful story contains an imaginable plot which makes it vivid, (5) a story requires credibility so that the receiver can savor the suspended reality, and (6) a good story evokes emotions. With these elements well elaborated, the public is transported and ends up evaluating the story better and this perception is transmitted to the image of the brand.spa
dc.description.abstractLa evasión de la publicidad es quizás uno de los mayores desafíos que enfrentan los vendedores hoy en día (Kelly, Kerr, Drennan, & Fazal-E-Hasan, 2019). El uso del Storytelling, o sea la narración de historias, como medio de publicidad se ha vuelto una herramienta poderosa para el mercadeo, ya que no se enfoca en un producto o servicio sino se cuenta una historia que evoca emociones, transmita un mensaje y valores de la marca (Green & Brock, 2000; Dessart, 2018; van Laer, Feiereisen, & Visconti, 2019). Esta tesis elabora tanto la estructura como los elementos que requiere una narración de publicidad para llevarle al espectador a un viaje al mundo narrativo donde se forma actitudes y comportamientos. Para determinar el impacto de las publicidades se escogió dos comerciales narrativas de dos distintas marcas y se realizó un estudio empírico con una muestra total de 258 participantes. Los resultados comprobaron que una publicidad de este formato requiere: (1) un mensaje útil, una razón por la cual contarla y que valga la pena hablar de ella, (2) requiere personajes identificables, un héroe con quien empatizar, (3) una buena historia empieza con un conflicto, obstáculos que provoca cambios de actitud, (4) una historia impactante contiene una trama imaginable lo que la hace vivito, (5) una historia requiere credibilidad para que el receptor pueda saborear la realidad suspendida y (6) una buena historia evoca emociones. Con estos elementos bien elaborados se logra transportar al público que termina evaluando la historia mejor y esta percepción se transmita a la imagen de la marca.spa
dc.description.degreelevelMaestríaspa
dc.format.extent54spa
dc.format.mimetypeapplication/pdfspa
dc.identifier.citationKreuter, P. M. (2020). Análisis de las narraciones publicitarias colombianas desde las teorías modernas de marketing, (Tesis de Maestría). Universidad Nacional de Colombia.spa
dc.identifier.urihttps://repositorio.unal.edu.co/handle/unal/79061
dc.language.isospaspa
dc.publisher.branchUniversidad Nacional de Colombia - Sede Manizalesspa
dc.publisher.departmentDepartamento de Administraciónspa
dc.publisher.programManizales - Administración - Maestría en Administraciónspa
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dc.rights.accessrightsinfo:eu-repo/semantics/openAccessspa
dc.rights.licenseAtribución-NoComercial-SinDerivadas 4.0 Internacionalspa
dc.rights.spaAcceso abiertospa
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/spa
dc.subject.ddc380 - Comercio , comunicaciones, transporte::384 - Comunicacionesspa
dc.subject.proposalMarketingeng
dc.subject.proposalMercadeospa
dc.subject.proposalAdvertisingeng
dc.subject.proposalPublicidadspa
dc.subject.proposalStorytellingeng
dc.subject.proposalNarración de historiasspa
dc.subject.proposalEvasión de publicidadspa
dc.subject.proposalAdvertising avoidanceeng
dc.titleAnálisis de las narraciones publicitarias colombianas desde las teorías modernas de marketingspa
dc.title.alternativeAnalysis of Colombian advertising narratives from the perspective of modern marketing theoriesspa
dc.typeTrabajo de grado - Maestríaspa
dc.type.coarhttp://purl.org/coar/resource_type/c_bdccspa
dc.type.coarversionhttp://purl.org/coar/version/c_ab4af688f83e57aaspa
dc.type.contentTextspa
dc.type.driverinfo:eu-repo/semantics/masterThesisspa
dc.type.versioninfo:eu-repo/semantics/acceptedVersionspa
oaire.accessrightshttp://purl.org/coar/access_right/c_abf2spa

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