Download or read book Publicidad contagiosa written by Silvia Sivera and published by Editorial UOC. This book was released on 2016-06-30 with total page 192 pages. Available in PDF, EPUB and Kindle. Book excerpt: El marketing viral se inoculó en el panorama profesional publicitario como una vacuna eficazy económica contra la supuesta inmunidad de las audiencias a los mensajes comerciales. Conseguir que fueran los consumidores quienes transmitieran los anuncios espontáneamente entre sus redes sociales se consideró la panacea en un mercado comunicativo sobresaturado. Sin embargo, la publicidad boca a oreja, basada en recomendaciones, ya conseguía el mismo objetivo desde tiempos ancestrales. Fueron las tecnologías de la información y de la comunicación (TIC) las que posibilitaron el salto exponencial hacia la publicidad viral y, en consecuencia, un cambio de magnitudes sin precedentes: los contenidos comerciales pasaban a ser compartibles a escala planetaria, a la velocidad de un clic.Este libro se centra en detectar las claves creativas comunes que detonaron el contagio de 651 vídeos publicitarios entre los usuarios de las redes sociales digitales.A partir de un constructo analítico formado por drivers creativos, cepas virales y la variable ambigüedad, se propone la fórmula V = cc (d+c) + a, como base inspiradora para crear publicidad altamente contagiosa.
Download or read book Publicidad 360 written by Alejandro Álvarez Nobell and published by Ediciones Universidad San Jorge. This book was released on 2014-03-14 with total page 351 pages. Available in PDF, EPUB and Kindle. Book excerpt: Esta publicación es fruto de la reflexión de, fundamentalmente, docentes del ámbito de la comunicación y de la publicidad basada en la necesidad de aunar fuerzas para ofrecer una obra de conjunto que intenta ver la publicidad como un hecho global y no solo aislado de la comunicación comercial. La presente obra profundiza en el valor de la publicidad y su importancia contemporánea, desde una perspectiva holística y con el objetivo de querer ser una publicación didáctica y de reflexión.
Download or read book Combating Fake News with Computational Intelligence Techniques written by Mohamed Lahby and published by Springer Nature. This book was released on 2021-12-15 with total page 432 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book presents the latest cutting-edge research, theoretical methods, and novel applications in the field of computational intelligence techniques and methods for combating fake news. Fake news is everywhere. Despite the efforts of major social network players such as Facebook and Twitter to fight disinformation, miracle cures and conspiracy theories continue to rain down on the net. Artificial intelligence can be a bulwark against the diversity of fake news on the Internet and social networks. This book discusses new models, practical solutions, and technological advances related to detecting and analyzing fake news based on computational intelligence models and techniques, to help decision-makers, managers, professionals, and researchers design new paradigms considering the unique opportunities associated with computational intelligence techniques. Further, the book helps readers understand computational intelligence techniques combating fake news in a systematic and straightforward way.
Download or read book Handbook of Research on Transmedia Storytelling Audience Engagement and Business Strategies written by Hernández-Santaolalla, Víctor and published by IGI Global. This book was released on 2020-04-24 with total page 457 pages. Available in PDF, EPUB and Kindle. Book excerpt: As media evolves with technological improvement, communication changes alongside it. In particular, storytelling and narrative structure have adapted to the new digital landscape, allowing creators to weave immersive and enticing experiences that captivate viewers. These experiences have great potential in marketing and advertising, but the medium’s methods are so young that their potential and effectiveness is not yet fully understood. Handbook of Research on Transmedia Storytelling, Audience Engagement, and Business Strategies is a collection of innovative research that explores transmedia storytelling and digital marketing strategies in relation to audience engagement. Highlighting a wide range of topics including promotion strategies, business models, and prosumers and influencers, this book is ideally designed for digital creators, advertisers, marketers, consumer analysts, media professionals, entrepreneurs, managers, executives, researchers, academicians, and students.
Download or read book Proceedings of the International Conference on Information Technology Systems ICITS 2018 written by Álvaro Rocha and published by Springer. This book was released on 2018-01-04 with total page 1170 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book includes a selection of articles from the 2018 International Conference on Information Technology & Systems (ICITS 18), held on January 10 – 12, 2018, at the Universidad Estatal Península de Santa Elena, Libertad City, Ecuador. ICIST is a global forum for researchers and practitioners to present and discuss recent findings and innovations, current trends, lessons learned and the challenges of modern information technology and systems research, together with their technological development and applications. The main topics covered include information and knowledge management; organizational models and information systems; software and systems modeling; software systems, architectures, applications and tools; multimedia systems and applications; computer networks, mobility and pervasive systems; intelligent and decision support systems; big data analytics and applications; human–computer interaction; ethics, computers & security; health informatics; and information technologies in education.
Download or read book Marcas sonrientes written by Valiente Alber, Sònia and published by Editorial UOC. This book was released on 2016-10-28 with total page 214 pages. Available in PDF, EPUB and Kindle. Book excerpt: ¿Por qué la publicidad televisiva ha empleado tan poco el humor en los últimos años? ¿Por qué la publicidad en España es tan gris? Estas cuestiones son el germen de una investigación que ha durado tres años (2012-2015) y que ha dado lugar a la tesis doctoral: «La conexión emocional generada por el humor como elemento de engagement en marcas consolidadas». Una investigación que ha demostrado que, en un contexto de crisis económica, fragmentación de las audiencias, saturación publicitaria y entorno multipantalla el humor continúa siendo una estrategia válida para generar engagement. Es más, si el anuncio gusta –hace que «la marca me caiga mejor»– se viralizará. Conexión emocional y prescripción orgánica. ¿Hay algo más que una marca pueda soñar?
Download or read book The Dynamics of Persuasion written by Richard M. Perloff and published by . This book was released on 2010 with total page 425 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Dynamics of Persuasion provides a comprehensive and up-to-date introduction to persuasive communication and attitude change. Offering a thorough discussion of classic and contemporary theories of persuasion, this text explores the structure and functions of attitudes, consistency between attitude and behavior, and issues in attitude measurement. Examining persuasion through media, interpersonal, and psychological lenses, author Richard M. Perloff systematically investigates the impact of persuasive communication on attitudes toward a variety of topics, including health, politics, and racial prejudice. In addition to presenting persuasion theory and research, he provides numerous examples of persuasion in action, demonstrating the role of persuasion research in everyday life. Written in a highly accessible and clear style, The Dynamics of Persuasion serves to: introduce the social science perspective on persuasion enhance understanding of persuasion theories and research highlight the major issues discussed in the field of persuasion research explore the complexities and subtleties in the dynamics of everyday persuasion raise awareness about the ethics of contemporary persuasion. New to this edition are: 2008 election examples interspersed througout the text focused discussions on compliance-gaining and negative advertising examples of strong attitude, such as the pros and cons of using animals in research. Complimented by a Companion Website (www.routledge.com/textbooks/dynamicsofpersuasion4e) with resources for students and instructors, The Dynamics of Persuasion is an engaging text appropriate for advanced courses on persuasion in communication, psychology, marketing, and sociology. In its exploration of the dynamics of persuasive communication, it illuminates the powerful effects persuasion has in contemporary society and enhances understanding of this ubiquitous communicative strategy.
Download or read book The Dynamics of Persuasion written by Richard M. Perloff and published by Routledge. This book was released on 2016-12-19 with total page 800 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Dynamics of Persuasion has been a staple resource for teaching persuasion for nearly two decades. Author Richard M. Perloff speaks to students in a style that is engaging and informational, explaining key theories and research as well as providing timely and relevant examples. The companion website includes materials for both students and instructors and expanding the pedagogical utilities. The sixth edition includes: updated theoretical and applied research in a variety of areas, including framing, inoculation, and self-affirmation; new studies of health campaigns; expanded coverage of social media marketing; enhanced discussion of the Elaboration Likelihood Model in light of continued research and new applications to everyday persuasion. The fundamentals of the book – emphasis on theory, clear-cut explanation of findings, in-depth discussion of persuasion processes and effects, and easy-to-follow real-world applications – continue in the sixth edition.
Download or read book Routledge Spanish Dictionary of Business Commerce and Finance Diccionario Ingles de Negocios Comercio y Finanzas written by Emilio G. Muniz Castro and published by Taylor & Francis. This book was released on 2024-11-01 with total page 1200 pages. Available in PDF, EPUB and Kindle. Book excerpt: This Dictionary consists of some 100,000 terms in both Spanish and English, drawn from the whole range of business, finance and banking terminology. Over 45 subject areas are covered, compiled by a team of international terminologists
Download or read book The Dynamics of Persuasion written by Richard M. Perloff and published by Routledge. This book was released on 1993 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Persuasion is one of the oldest fields of academic study -- it dates back thousands of years. In our own era, persuasion has been studied primarily by means of the theories and methods of social science research. Numerous scholars have made contributions to our knowledge of persuasion, and the field has generated a wealth of intriguing concepts and an impressive body of knowledge on persuasion processes and effects. Persuasion is not simply a science, however -- it is also an art. Today there is a burgeoning persuasion industry that includes advertising, sales, public relations, political consulting firms, and a host of private and public companies that seek to change attitudes and influence social behaviors. USE SECOND PARAGRAPH ONLY FOR GENERAL CATALOGS... Written to enhance students' understanding of persuasion theory and its applications to everyday situations, this book presents an up-to-date review of persuasion theory and research. Attempting to show students how these theories can deepen our understanding of how persuasion is practiced in a variety of real-life situations, it is designed as a text for undergraduate students who wish to know more about concepts of "attitude" and "persuasion," as well as introducing graduate students to theory and research in the field of persuasion. With a broad look at persuasion research, this volume examines psychological approaches to persuasion, interpersonal communication theories, and the interface between persuasion and mass communication, in particular mass media information campaigns. It examines research on cognitive processing of persuasive messages, compliance-gaining in interpersonal contexts, and the effects of large-scale health communication campaigns.
Download or read book Post Truth Fake News and Democracy written by Johan Farkas and published by Routledge. This book was released on 2019-08-23 with total page 170 pages. Available in PDF, EPUB and Kindle. Book excerpt: Western societies are under siege, as fake news, post-truth and alternative facts are undermining the very core of democracy. This dystopian narrative is currently circulated by intellectuals, journalists and policy makers worldwide. In this book, Johan Farkas and Jannick Schou deliver a comprehensive study of post-truth discourses. They critically map the normative ideas contained in these and present a forceful call for deepening democracy. The dominant narrative of our time is that democracy is in a state of emergency caused by social media, changes to journalism and misinformed masses. This crisis needs to be resolved by reinstating truth at the heart of democracy, even if this means curtailing civic participation and popular sovereignty. Engaging with critical political philosophy, Farkas and Schou argue that these solutions neglect the fact that democracy has never been about truth alone: it is equally about the voice of the democratic people. Post-Truth, Fake News and Democracy delivers a sobering diagnosis of our times. It maps contemporary discourses on truth and democracy, foregrounds their normative foundations and connects these to historical changes within liberal democracies. The book will be of interest to students and scholars studying the current state and future of democracy, as well as to a politically informed readership.
Download or read book Campaigning Online written by Bruce Bimber and published by Oxford University Press. This book was released on 2003-09-11 with total page 240 pages. Available in PDF, EPUB and Kindle. Book excerpt: After a self-assured John F. Kennedy bested a visibly shaky Richard Nixon in their famous 1960 debates, political television, it was said, would henceforth determine elections. Today, many claim the Internet will be the latest medium to revolutionize electoral politics. Candidates invest heavily in web and email campaigns to reach prospective voters, as well as to communicate with journalists, potential donors, and political activists. Do these efforts influence voters, expand democracy, increase the coverage of political issues, or mobilize a shrinking and apathetic electorate? Campaigning Online answers these questions by looking at how candidates present themselves online and how voters respond to their efforts-including whether voters learn from candidates' websites and whether voters' views are affected by what they see. Although the Internet will not lead to a revolution in democracy, it will, Bimber and Davis argue, have consequences: reinforcing messages, mobilizing activists, and strengthening partisans' views. Reporting on a wealth of new data drawn from national and state-wide surveys, laboratory experiments, interviews with campaign staff, and analysis of web sites themselves, Campaigning Online draws the most complete picture of the role of campaign websites in American elections to date.
Download or read book Social Media and Democracy written by Nathaniel Persily and published by Cambridge University Press. This book was released on 2020-09-03 with total page 365 pages. Available in PDF, EPUB and Kindle. Book excerpt: A state-of-the-art account of what we know and do not know about the effects of digital technology on democracy.
Download or read book An Introduction to Political Communication written by Brian McNair and published by Psychology Press. This book was released on 2003 with total page 276 pages. Available in PDF, EPUB and Kindle. Book excerpt: In the third edition of this title, the author offers a broad critical preface to the relationship between politics, the media and democracy in the UK and other contemporary societies.
Download or read book Identity in Narrative written by Anna De Fina and published by John Benjamins Publishing. This book was released on 2003-10-27 with total page 268 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume presents both an analysis of how identities are built, represented and negotiated in narrative, as well as a theoretical reflection on the links between narrative discourse and identity construction. The data for the book are Mexican immigrants' personal experience narratives and chronicles of their border crossings into the United States. Embracing a view of identity as a construct firmly grounded in discourse and interaction, the author examines and illustrates the multiple threads that connect the local expression and negotiation of identity to the wider social contexts that frame the experience of migration, from material conditions of life in the United States to mainstream discourses about race and color. The analysis reveals how identities emerge in discourse through the interplay of different levels of expression, from implicit adherence to narrative styles and ways of telling, to explicit negotiation of membership categories.
Download or read book Advertising Theory written by Shelly Rodgers and published by Routledge. This book was released on 2019-04-15 with total page 853 pages. Available in PDF, EPUB and Kindle. Book excerpt: Advertising Theory provides detailed and current explorations of key theories in the advertising discipline. The volume gives a working knowledge of the primary theoretical approaches of advertising, offering a comprehensive synthesis of the vast literature in the area. Editors Shelly Rodgers and Esther Thorson have developed this volume as a forum in which to compare, contrast, and evaluate advertising theories in a comprehensive and structured presentation. With new chapters on forms of advertising, theories, and concepts, and an emphasis on the role of new technology, this new edition is uniquely positioned to provide detailed overviews of advertising theory. Utilizing McGuire’s persuasion matrix as the structural model for each chapter, the text offers a wider lens through which to view the phenomenon of advertising as it operates within various environments. Within each area of advertising theory—and across advertising contexts—both traditional and non-traditional approaches are addressed, including electronic word-of-mouth advertising, user-generated advertising, and social media advertising contexts. This new edition includes a balance of theory and practice that will help provide a working knowledge of the primary theoretical approaches and will help readers synthesize the vast literature on advertising with the in-depth understanding of practical case studies and examples within every chapter. It also looks at mobile advertising in a broader context beyond the classroom and explores new areas such as native advertising, political advertising, mobile advertising, and digital video gaming.
Download or read book Metaphor and Gender in Business Media Discourse written by V. Koller and published by Springer. This book was released on 2004-05-25 with total page 256 pages. Available in PDF, EPUB and Kindle. Book excerpt: This new study reconciles cognitive metaphor theory with Critical Discourse Analysis to offer a fresh approach to the study of metaphor. In applying this framework to a substantial corpus of texts from business magazines, the author shows how metaphors of war, sports and evolutionary struggle are used to construct business as a masculinized social domain. In view of the subtle but pervasive socio-cognitive impact of these metaphors, the study raises the question of possible alternatives and the scope for change in business media discourse.
