No. 34 (2014): Dossier: Evolución y Futuro de la Publicidad

Published: 2014-06-30

EDITORIAL

• Evolución y futuro de la publicidad

  Enrique Vergara, Vicente Valjalo

  8-9

  • PDF (Español (España))

MAIN TOPIC

• Advertising and media agency against the change in the media ecosystem

  Ramon Martín-Guart, José Fernández Cavia

  13-25

  • PDF (Español (España))
  • PDF

• Green advertising in Argentina. An analysis of environmental claims in TV ads

  María Elisa Sabre

  27-38

  • PDF (Español (España))
  • PDF

• Understanding advertising to transform society

  Antonio Caro

  39-46

  • PDF (Español (España))
  • PDF

• More than a simple push of a button: a reflection on spectatorship and immersion in pervasive advertising schemes

  Fernanda Ariane Carrera, Thaiane Moreira de Oliveira

  47-59

  • PDF
  • PDF (Português (Brasil))

• Advertising genres and insertion forms in Spanish television: regulation vs. reality

  Núria García-Muñoz, Gina Plana, Iliana Ferrer

  61-80

  • PDF (Español (España))
  • PDF

• Brand management and identity in public television. Analysis of Canal Encuentro, Argentina

  Paola Elisabet Fernández

  81-92

  • PDF (Español (España))
  • PDF

• Degree of planning and strategic management in the process of branding in LFP clubs in Spain

  Santiago Mayorga Escalada

  93-102

  • PDF (Español (España))
  • PDF

• Globalization and ownership of Uruguayan advertising agencies

  Alvaro Gascue Quiñones

  103-112

  • PDF (Español (España))
  • PDF

OTHER TOPICS

• Transmedia, fiction series and social networks. The case of Pulseras Rojas in the oficial Facebook group (Antena 3. Spain)

  Victoria Tur-Viñes, Raúl Rodríguez Ferrándiz

  115-131

  • PDF (Español (España))
  • PDF

• Political Journalism on Twitter: the election coverage in #CBAVota (Argentina, 2011)

  Ana Pamela Paz García, María Mercedes Spinosa

  133-152

  • PDF (Español (España))
  • PDF

• Mediatization beyond Western Democracies: a tridimensional model to measure media influence in Brazil

  Angela Brandão

  153-164

  • PDF (Español (España))
  • PDF

• The communicator in the digital environment

  Andrés Barrios Rubio

  165-181

  • PDF (Español (España))
  • PDF

• Online press and types of readers. Responses from the public and recognition logics in comments to the news of the Argentinian newspaper La Nación

  Natalia Raimondo Anselmino

  183-195

  • PDF (Español (España))
  • PDF

• Risco no disco: a case study of the Brazilian soap opera

  Patricia Margarida Farias Coelho

  197-210

  • PDF
  • PDF (Português (Brasil))