Una metodología triangular para analizar el impacto generado por el mensaje de texto de los carteles publicitarios

  1. DePedro-Garabito, Clara 1
  2. García-García, Alberto Luis 2
  1. 1 Universidad de Valladolid
    info

    Universidad de Valladolid

    Valladolid, España

    ROR https://ror.org/01fvbaw18

  2. 2 Universidad Complutense de Madrid
    info

    Universidad Complutense de Madrid

    Madrid, España

    ROR 02p0gd045

Zeitschrift:
Comunicación & métodos

ISSN: 2659-9538

Datum der Publikation: 2019

Titel der Ausgabe: Metodologies for Communication Research

Ausgabe: 1

Nummer: 2

Seiten: 107-122

Art: Artikel

DOI: 10.35951/V1I2.31 DIALNET GOOGLE SCHOLAR lock_openOpen Access editor

Andere Publikationen in: Comunicación & métodos

Zusammenfassung

The study of the poster and its elements is essential to try to explain the effectiveness in the construction of the advertising message. Traditionally, it has been approached from the methodology of content analysis on the elements that structure the poster and its relationship with the proposed message. In this research, which deals with posters of entrepreneurship activities, a triangular methodology is presented, in which, together with the content analysis, neuroscientific techniques are used, to obtain objective data of the impact of a stimulus and, thirdly, statistical methods are applied (cluster analysis and correspondence analysis). The objective is to analyze whether there are relationships between the impact generated by an advertising poster and the characteristics of its content. They have been shown to be combinable and complementary methods, enabling significant progress to be made in monitoring the effectiveness of the message on the advertising poster.

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Fuente de los datos: Dialnet