Identificación de descriptores para el diseño de carteles publicitarios a partir del impacto en atención y emoción en un contexto de emprendimiento universitario

Abstract

Entrepreneurship is one of the main drivers of competitiveness, innovation and growth of a society, and education has an important role in promoting entrepreneurial attitudes. In Spain, many institutions, most of them public− including the University− promote the entrepreneurial spirit in young people by developing training programs and support measures that result in various activities such as awards, conferences, courses or events on this particular topic. Advertising posters are a regular support for this educational offer to reach its target audience. However, in view of the low participation in the promoted activities, there is no evidence that entrepreneurial advertising campaigns are very effective. This may be due, in part, to the fact that posters are not attractive to their target, a fundamental aspect in persuasive communication since a stimulus has to be capable of attracting attention and generating a certain emotional bond...