El humor como factor de la creatividad en la publicidad televisiva.pdf

AUTOR
Miguel Baños González
Universidad Rey Juan Carlos
3,1&#59=-/()J&'E.9#)
INVESTIGACIÓN
RECIBIDO
26 de enero de 2009
ACEPTADO
21 de abril de 2009
PÁGINAS
De la
ISSN: 1885-365X
El humor como factor de creatividad en la publicidad televisiva
The humor as a creativity factor in tv advertising
El objetivo de esta investigación es comprobar si el humor es una variable realmente importante de la creatividad publicitaria en el medio televisión. Y para comprobarlo se diseña un experimento en el que se compara el humor con otras fórmulas frecuentemente utilizadas en publicidad.
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Introducción
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Revista Comunicación y Hombre ∙ Número 5 ∙ Año 2009
4
INVESTIGACIONES
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1.- Investigación
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El humor como factor de creatividad en la publicidad televisiva por Miguel Baños González
Revista Comunicación y Hombre ∙ Número 5 ∙ Año 2009
1.2.1.2.­ Problema solución
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El humor como factor de creatividad en la publicidad televisiva por Miguel Baños González
INVESTIGACIONES
* FIGURA 1
Weilbacher (1979)
Ogilvy
(1999)
Bassat
(1993)
Navarro
(2006)
Tratamientos
Tipos
Caminos
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comparativa
Still life
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Revista Comunicación y Hombre ∙ Número 5 ∙ Año 2009
7
8
INVESTIGACIONES
5-$.("#'#/.,-$/($+,#/#$#/$.&#/+-$)(5-3#/+#$5($H&#$)#$7,.#$#/$5-$3-H&#+-$),/($+-3=,I/$5($
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El humor como factor de creatividad en la publicidad televisiva por Miguel Baños González
INVESTIGACIONES
E&#.#)$7#4/,+,0()9
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Revista Comunicación y Hombre ∙ Número 5 ∙ Año 2009
9
10
INVESTIGACIONES
"#3()$7#4/,7($6$)-.-'$5-)$.(''#)%(/7,#/+#)$.(/.5&),(/#)$)(='#$5-$,/0#)+,1-.,A/9
3.- Análisis estadístico$L1'B4.()$-/#;()$-5$4/-5$7#$5-$,/0#)+,1-.,A/Q
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2) Problema­solución
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El humor como factor de creatividad en la publicidad televisiva por Miguel Baños González
INVESTIGACIONES
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Revista Comunicación y Hombre ∙ Número 5 ∙ Año 2009
11
12
INVESTIGACIONES
INVESTIGACIONES
* CUADRO 1: ANOVA. Puntuación global
Suma de cuadrados
gl
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F
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Inter­grupor
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23
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5.- Conclusiones Y-$%',3#'-$.(/.5&),A/$#)$H&#$/($"-6$7,*#'#/.,-)$),1/,4.-+,0-)$#/$#5$/,0#5$7#$%#'.#%.,A/$7#$
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El humor como factor de creatividad en la publicidad televisiva por Miguel Baños González
Revista Comunicación y Hombre ∙ Número 5 ∙ Año 2009
13
14
INVESTIGACIONES
Anexo de gráficos
INVESTIGACIONES
* GRÁFICO 2: Correlaciones género dramatización
* GRÁFICO 1: Correlaciones totales
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El humor como factor de creatividad en la publicidad televisiva por Miguel Baños González
Revista Comunicación y Hombre ∙ Número 5 ∙ Año 2009
15
16
INVESTIGACIONES
INVESTIGACIONES
* GRÁFICO 3: Correlaciones género problema-solución
* GRÁFICO 4: Correlaciones género demostración
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El humor como factor de creatividad en la publicidad televisiva por Miguel Baños González
Revista Comunicación y Hombre ∙ Número 5 ∙ Año 2009
17
18
INVESTIGACIONES
INVESTIGACIONES
* GRÁFICO 5: Correlaciones género humor
El humor como factor de creatividad en la publicidad televisiva
Miguel Baños González
Bibliografía
:Y!h@>]<$l()#)$LMNNgQT$The assessment of creativity in advertising and the effectiveness of creative advertisements<$!#),)$#/$5-$
F/,0#'),7-7$@)+-+-5$7#$U#/),50-/,-9$
:l:V^Y@<$!#'#)-$#+$-59$L_fffQT$Creatividad e Innovación<$V,5=-(<$b#&)+(9
:XXKZK<$^),7('($L_ffgQT$Investigación sobre creatividad percibida y viveza de imagen de los receptores<$l-7',7<$F/,0#'),7-7$X#6$
q&-/$>-'5()9
V:rKh<$l,1&#5$L_ffMQT$Creatividad y publicidad<$l-7',7<$@7,.,(/#)$7#5$Y-=#',/+(9
V:rKh<$l,1&#5$L_ff`QT$Métodos Heurísticos y creación publicitaria<$l-7',7<$h#'0,.,($7#$U&=5,.-.,(/#)$7#$5-$F/,0#'),7-7$>(3%5&+#/­
)#$7#$l-7',79
V:hh:!<$Y&,)$LMNN`QT$El libro rojo de la Publicidad<$V-'.#5(/-<$@7,.,(/#)$o(5,(9
VFX!@eh]:c<$s#/<$l:]Ke<$e,?$-/7$V:XoKK!<$>-'(5,/#$L_ffgQT$The Fundamentals of Creative Advertising<$Y-&)-//#<$:8:$
U&=5,)",/1$h9:9$
b@hXKh^@Xh<$X-."#5$LMNdOQT$La creatividad verbal en los niños<$V-'.#5(/-<$K,?()[!-&9
o@Xeneb@t$jul@t<$q('1#$b-0,7$L>(('79Q$L_ffm$QT$Aproximación a la estructura de la publicidad. Desarrollo y funciones de la actividad publicitaria<$h#0,55-<$>(3&/,.-.,A/$h(.,-5$#7,.,(/#)$6$%&=5,.-.,(/#)9
j:X>v:$j:X>v:<$o'-/.,).($LMNOPQT$Estudios de creatividad en niños de edad escolar<$l-7',7<$F/,0#'),7-7$>(3%5&+#/)#9
jF^YoKXb<$q(6$U-&5$LMNdgQT$Ro-.+('#)$H&#$*-0('#.#/$6$*-.+('#)$H&#$(=)+-.&5,C-/$5-$.'#-+,0,7-7S$#/$>FX!^h<$q("/<$b@lKh<$j#('­
1#$6$!KXX:e>@<$@9$U-&5$L>(3%)9Q<$Implicaciones educativas de la creatividad<$h-5-3-/.-<$:/-6-<$%%9$MM`[M`f9
jF^YoKXb<$q(6$U-&5$LMNddQT$La naturaleza de la inteligencia humana<$V&#/()$:,'#)<$@7,+(',-5$U-,7A)9
^j:X!F:<$q&-/$q()I$6$]Fl:e@h<$l-'W-$Y&,)-$L_ffPQ<$Teoría e investigación en Ciencias Sociales<$l-7',7<$@79$hW/+#),)<$h9$:9
e:8:XXK<$>-'5()$L_ffgQT$!"#$%&'&($()*+,-&.&%$"&$)#/.$0<$l-7',7<$@h^>9
lKY^ew<$l-'x-5$L_ff`QT$La comunicación activa9 Publicidad sólida<$V-'.#5(/-<$@7,.,(/#)$b#&)+(9
Kj^Y8Z<$b-0,7$LMNNNQT$Ogilvy & publicidad<$V-'.#5(/-<$@7,.,(/#)$o(5,(9
UX^>s@e<$l-',($L_ffdQT$Creative Advertising<$Y(/7(/<$!"-3#)$y$]&7)(/9
h:e$e^>KYnh<$>I)-'$L_ffmQT$Introducción a la Creatividad Publicitaria<$l&'.,-<$^>@[F/,0#'),7-7$7#$l&'.,-9
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!KXX:e>@<$@9$U-&5$LMNgNQT$Orientación del talento creativo<$V&#/()$:,'#)<$@79$!'(H&#59
c@^YV:>]@X<$c,55,-/$LMNdNQT$Advertising<$e#2$Z('?<$l-.3,55-/$U&=5,)",/19
Z:l:lK!K<$s-('&$LMNgPQT$R:$*&'+"#'$-/-56),)$(*$+"#$'(5#$(*$.'#-+,0#$+",/?,/1$,/$",1"$)."((5$-.",#0#3#/+S<$#/$Journal of Psychology<$
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h!@XeV@Xj<$X(=#'+$q9$6$YFV:X!<$!(77$^9<$LMNNdQ9$La creatividad en una cultura conformista<$V-'.#5(/-<$U-,7A)9
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El humor como factor de creatividad en la publicidad televisiva por Miguel Baños González
Revista Comunicación y Hombre ∙ Número 5 ∙ Año 2009
19