Atributos creativos del branded contentanálisis de piezas premiadas en “El Sol” (2015-2021)

  1. Llorente-Barroso, Carmen
  2. Ferreira, Ivone
  3. Fernández-Muñoz, Cristobal
Revue:
Revista Mediterránea de Comunicación: Mediterranean Journal of Communication

ISSN: 1989-872X

Année de publication: 2022

Volumen: 13

Número: 1

Pages: 127-145

Type: Article

DOI: 10.14198/MEDCOM.20783 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

D'autres publications dans: Revista Mediterránea de Comunicación: Mediterranean Journal of Communication

Résumé

Branded content has become one of the most effective creative strategies for brands to achieve a complicit contact with their audiences. The demands of the current communication landscape have forced advertisers to bet on creativity to offer valuable content that involves the target in the construction of the brand itself. The purpose of this research is to identify and explain the creative attributes of branded content using a qualitative methodology. To this end, an analytical recording model was designed, based on previous theories; this was applied to a sample of the 23 pieces that have won a grand prize and/or a gold award at the “El Sol” Festival during its last six editions. The results allow us to delineate a creative pattern of success in branded content strategies, which has remained stable in recent years, and responds to content with affective objectives, often supported by behavioural and/or cognitive nuances; insights that combine, mainly, emotional and cultural aspects, and that articulate promises in the form of benefits for the consumer; emotional arguments; close and empathetic tones that use formats such as storytelling or analogy; and indirect concepts to convey the promises.

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