Publicidad Especial en Televisión: nuevas tendencias de la

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1
Las piezas publicitarias provienen de la participación en el proyecto de investigación “Los valores
sociales en los spots publicitarios emitidos en el año 2006”, (referencia GV06/090) financiado por la
Consellería d´Empresa, Universitat i Ciencia de la Generalitat Valenciana, que contó con la dirección de la
profesora de la Universidad de Alicante Claudia Rausell Köster.
Del material adquirido para este proyecto (4.283 piezas publicitarias) se comprobó que para el estudio de
la P.E.T.V., aproximadamente 1.965 podrían incluir alguna de las características estudiadas relativas a la
Publicidad Especial en Televisión, mientras que 2.318 piezas podrían ser calificadas como spots
convencionales.
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~ìÇáÉåÅá~= ~Åìãìä~êçå= Éå= Éä= OMMSK= v= éçê= ∫äíáãçI= í~å= ëµäç= ëÉ= ~ÇÉä~åí~ê•= èìÉ= ä~= Çìê~Åáµå=
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íÜáë= èìÉëíáçå= ~êÉ= ãìäíáéäÉW= íÜÉ= ÅçåîÉåíáçå~ä= ~ÇîÉêíáëáåÖ= ëíçééÉÇ= ÄÉáåÖ= ÉÑÑÉÅíáîÉI= íÜÉ=
íê~Çáíáçå~ä=ï~ó=çÑ=êÉéçêíáåÖ=~åÇ=éÉêëì~ÇáåÖ=ãìëí=ÖáîÉ=íÜÉ=êÉäáÉÑ=íç=íÜÉ=åÉï=ãÉ~åë=~åÇ=íç=
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ï~ë= íÜÉ= íÉäÉîáëáçåK= få= çìê= ÅçìåíêóI= ~Äçìí= NVRS= qsb= ~ééÉ~êÉÇ= ~åÇ= ïáíÜ= íÜÉ= ÅçåîÉåíáçå~ä=
ï~ó= çÑ= ÇçáåÖ= ~ÇîÉêíáëáåÖ= áå= íÜÉ= ï~óW= íÜÉ= ëéçíK= _ìíI= Ñêçã= NVVM= ~ééÉ~ê= éêáî~íÉ= ÅÜ~ååÉäë=
íÜ~íI=~ë=ïÉää=~ë=ÄêÉ~âáåÖ=ïáíÜ=íÜÉ=íÉäÉîáëáçå=ãçåçéçäóI=éêçîáÇÉ=åÉï=ëçìêÅÉë=çÑ=áåÑçêã~íáçå=
íç=íÜÉ=îáÉïÉêëI=~í=íÜÉ=íáãÉ=íÜ~í=íÜÉó=Éñé~åÇ=íÜÉ=éêçÇìÅíë=çÑ=~ÇîÉêíáëáåÖ=Ñçê=íÜÉ=~ÇîÉêíáëÉêëK=
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éêçÅÉëë= çÑ= íÜÉ= ~ÇîÉêíáëáåÖ= ëé~ÅÉë= áë= Å~êêáÉÇ= çìíK= qÜÉ= åìãÄÉê= çÑ= ÅÜ~ååÉäë= áåÅêÉ~ëÉë= Äìí=
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~ë=?=péÉÅá~ä=^ÇîÉêíáëáåÖ=EmKbKF=?K=táíÜ=íÜÉ=mKbK=íÜÉ=ÅêÉ~íáîáíó=~äêÉ~Çó=áë=åçí=~=ëçäÉ=êáÖÜí=çÑ=
íÜÉ=ãÉëë~ÖÉ=åçí=çÑ=íÜÉ=ÅçåíÉåíK=táíÜ=íÜÉ=péÉÅá~ä=^ÇîÉêíáëáåÖ=áå=qÉäÉîáëáçå=EmKbKqKsKFI=íÜÉ=
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2
The advertising pieces come from the participation in the project of investigation "Los valores socials en
los spots publicitarios emitidos en el año 2006 ", (reference GV06/090) financed by the Consellería
d'Empresa, Universitat i Ciencia de la Generalitat Valenciana, directed by Claudia Rausell Köster, the
teacher of the University of Alicante.
Of the material acquired for this project (4.283 advertising pieces) there was verified that for the study of
the P.E.T.V., approximately 1.965 might include someone of the studied characteristics relative to the
Special Advertising in Television, whereas 2.318 pieces might be qualified as conventional spots.
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åÉÅÉëë~êó= íç= ÉãéÜ~ëáòÉ= íÜ~í= qsb= ÇçÉë= åçí= áÇÉåíáÑó= íÜÉ= ~ÇîÉêíáëáåÖ= å~íìêÉ= çÑ= íÜÉ= ëéÉÅá~ä=
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