Facultad de Humanidades y Artes
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Browsing Facultad de Humanidades y Artes by Subject "Advertising narration"
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Item Elementos de la narrativa publicitaria para la creación de un mensaje de conciencia social caso: Comercial Love Story de Movistar(Universidad Santiago de Cali, 2019) Zapata Jiménez, Paola Andrea; León Muñoz, Jhon JairoIn the present work an investigation is carried out to determine the elements of the advertising narration to create messages for social awareness based on the case of the commercial “Love Story” by Movistar. The advertising narration is an approach to a communication process in which the author creates figures to express ideas and emotions. The following work aims to address a social theme in which adolescents and young people are exposed due to the misuse that is given in social networks. The encounter with strangers and cyber blackmail due to this social problem increases, because it is difficult for messages of social awareness to reach people because of the saturation of advertising messages. What is written above demonstrates the important role that the advertising narration fulfills by transmitting a message of reflection by recreating a situation and generating an approach with the brand - in this case Movistar - and with the people. The focus of this study is qualitative, the project in applied research, since its approach is aimed at the social, that is, an investigation aligned to human behavior, with the aim of studying problems of social interest. It is an interpretive case study and analysis of the content or discourse. We worked with 10 young students from the Santiago de Cali University who made use of the YouTube platform and social networks, young people with different criteria in the case with an average age of 18 to 25 years of age. The instruments used were content analysis, group interviews and the observation diary. It is concluded that advertising with a social background deals with issues that may surprise the viewer to open their eyes, have an intention and a message, so they remain more in the viewer's memory. In this particular case, Movistar's Love Story commercial contains elements of empathy and nostalgia, the ending surprises and impacts, in addition, the video has thousands of followers and comments from impacted viewers, who also think it is an important message that deserves More attention and alert.