Advergaming aplicado a las estrategias comunicativas dirigidas al

`çãìåáÅ~Åáµå=å⁄=NN=
^ÇîÉêÖ~ãáåÖ=~éäáÅ~Çç=~=ä~ë=Éëíê~íÉÖá~ë=ÅçãìåáÅ~íáî~ë=ÇáêáÖáÇ~ë=
~ä=í~êÖÉí=áåÑ~åíáäK=
Autoras:
Cristina González Díaz
Mª Teresa Francés Barceló
`êáëíáå~=dçåò•äÉò=a∞~òK=
iáÅÉåÅá~Ç~=Éå=mìÄäáÅáÇ~Ç=ó=ooKmm=éçê=ä~=råáîÉêëáÇ~Ç=ÇÉ=^äáÅ~åíÉ=EOMMQFI=íê~ë=êÉÅáÄáê=ìå~=
ÄÉÅ~=ÇÉ=Åçä~Äçê~Åáµå==Éå=Éä=aéíç=ÇÉ=pçÅáçäçÖ∞~=ffI=mëáÅçäçÖ∞~I=`çãìåáÅ~Åáµå=ó=aáÇ•ÅíáÅ~=
ÇÉä= jb`= Éå= Éä= ∫äíáãç= Åìêëç= ÇÉ= ëì= iáÅÉåÅá~íìê~I= ÅçãÉåòµ= ëìë= ÉëíìÇáçë= ÇÉ= ÇçÅíçê~Çç= Éå=
Éëí~= ãáëã~= ìåáîÉêëáÇ~ÇI= Åçãé~Öáå~åÇç= ÇáÅÜ~= ~ÅíáîáÇ~Ç= Åçå= Éä= Å~êÖç= ÇÉ= ÉàÉÅìíáî~= ÇÉ=
ÅìÉåí~ë=Éå=Éä=aéíç=ÇÉ=mìÄäáÅáÇ~Ç=ÇÉä=éÉêáµÇáÅç=OM=jfkrqlpK=
bå=Éä=~¥ç=OMMR=Ö~å~=ìå~=éä~ò~=íÉãéçê~ä==Åçãç=í¨ÅåáÅç=ÇÉ=áåîÉëíáÖ~Åáµå=Éå=Éä=éêçóÉÅíç==
fHa=Ñáå~åÅá~Çç=éêç=Éä=jáåáëíÉêáç=ÇÉåçãáå~Çç==“`~äáÇ~Ç=ÇÉ=äçë=ÅçåíÉåáÇçë=~ìÇáçîáëì~äÉë=Ó
éêçÖê~ã•íáÅçë=ó=éìÄäáÅáí~êáçëÓ=ÇáêáÖáÇçë=~ä=í~êÖÉí=áåÑ~åíáäKÒ=aáêáÖáÇç=éçê=ä~=éêçÑÉëçê~=sáÅíçêá~=
qìê=sá¥ÉëK=EdobMPJNQF=EpbgOMMQJMNUPML`mliFK==
^Åíì~äãÉåíÉ= Åçä~Äçê~= Éå= Éä= éêçóÉÅíç= “içë= î~äçêÉë= ëçÅá~äÉë= Éå= äçë= ëéçíë= éìÄäáÅáí~êáçë=
ÉãáíáÇçë= Éå= Éä= ~¥ç= OMMSÒI= ÇáêáÖáÇç= éçê= ä~= éêçÑÉëçê~= `ä~ìÇá~= o~ìëÉää= hçëíÉê= EdsMSLMVMFK=
aáÅÜ~=ä~Äçê=áåîÉëíáÖ~Ççê~=äÉ=Ü~=éÉêãáíáÇç==é~êíáÅáé~ê=Éå=éìÄäáÅ~ÅáçåÉë=ó=Åçãç=éçåÉåíÉ=Éå=
åìãÉêçëçë= ÅçåÖêÉëçë= í~åíç= Éå= Éä= •ãÄáíç= å~Åáçå~ä= Åçãç= áåíÉêå~Åáçå~äK= pì= ä∞åÉ~= ÇÉ=
áåîÉëíáÖ~Åáµå=éêáåÅáé~ä=Éë=ä~==éìÄäáÅáÇ~Ç=~ìÇáçîáëì~ä=ÇáêáÖáÇ~=~ä=í~êÖÉí=áåÑ~åíáä=Éå=Éä=ëÉÅíçê=ÇÉ=
ä~=~äáãÉåí~ÅáµåK=
mêçÑÉëçê~=^óìÇ~åíÉ=EilrFK=råáîÉêëáÇ~Ç=ÇÉ=^äáÅ~åíÉK=
aéíç=ÇÉ=`çãìåáÅ~Åáµå=ó=mëáÅçäçÖ∞~=pçÅá~äK=
=
`êáëíáå~Kdaá~ò]ì~KÉë====
ãµîáäW=SOMOQVQSN=
=
=
=
=
=
jŸ=qÉêÉë~=cê~åŨë=_~êÅÉäµ=
=
j~áíÉ= cê~åŨë= Éë= äáÅÉåÅá~Ç~= Éå= mìÄäáÅáÇ~Ç= ó= oÉä~ÅáçåÉë= m∫ÄäáÅ~ë= ó= Éå= eìã~åáÇ~ÇÉëI=
~ãÄ~ë=éçê=ä~=råáîÉêëáÇ~Ç=ÇÉ=^äáÅ~åíÉK=pì=íê~óÉÅíçêá~=éêçÑÉëáçå~ä=ÅçãÉåòµ=Éå=Éä=•ãÄáíç=ÇÉ=
ä~=áåîÉëíáÖ~ÅáµåI=~ä=çÄíÉåÉê=ìå~=ÄÉÅ~=ÇÉ=Åçä~Äçê~Åáµå=ÇÉä=jb`=é~ê~=Éä=éêçóÉÅíç=“`~äáÇ~Ç=
ÇÉ=ä~=éêçÖê~ã~Åáµå=ó=éìÄäáÅáÇ~Ç=áåÑ~åíáäÒI=èìÉ=Åçåíáåì~ê∞~=Åçå=çíê~ë=ÄÉÅ~ë=Éå=ÉëíÉ=ãáëãç=
éêçóÉÅíç= ó= èìÉ= Åìäãáåµ= Åçå= ä~= çÄíÉåÅáµå= ÇÉ= ìå~= éä~ò~= ÇÉ= í¨ÅåáÅç= ëìéÉêáçê= é~ê~= Éä=
éêçóÉÅíç= fHaI= Ñáå~åÅá~Çç= éçê= Éä= jb`= ó= èìÉ= ääÉî~= éçê= í∞íìäç= “`~äáÇ~Ç= ÇÉ= äçë= ÅçåíÉåáÇçë=
~ìÇáçîáëì~äÉë= ÓéêçÖê~ã•íáÅçë= ó= éìÄäáÅáí~êáçëÓ= ÇáêáÖáÇçë= ~ä= í~êÖÉí= áåÑ~åíáäÒK= páãìäí~åÉ~= ÉëíÉ=
íê~Ä~àç= Åçå= Éä= ÉëíìÇáç= ÇÉä= ÇçÅíçê~Çç= ÇÉ= “`çãìåáÅ~ÅáµåÒ= Éå= ä~= råáîÉêëáÇ~Ç= `~êÇÉå~ä=
eÉêêÉê~J`br=ó=Åçå=ä~=êÉ~äáò~Åáµå=ÇÉä=íê~Ä~àç=ÇÉ=áåîÉëíáÖ~Åáµå=é~ê~=ä~=çÄíÉåÅáµå=Çáéäçã~=ÇÉ=
ÉëíìÇáçë= ~î~åò~Ççë= èìÉ= éêçÑìåÇáò~= Éå= ä~= ÑáÖìê~= ÇÉä= åá¥ç= ÅçåëìãáÇçê= ÇÉ= ã~êÅ~ë= ó= Éå=
ÇÉÑáåáíáî~= Éå= Éä= ã~êâÉíáåÖ= áåÑ~åíáäI= íÉã~= ëçÄêÉ= Éä= èìÉ= Ü~= é~êíáÅáé~Çç= Éå= ÅçåÖêÉëçë= ó=
Å~é∞íìäçë=ÇÉ=äáÄêçI=í~åíç=å~Åáçå~äÉë=Åçãç=áåíÉêå~Åáçå~äÉëK=
=
bå= Éä= ~¥ç= OMMS= é~ë~= ~= Ñçêã~ê= é~êíÉ= ÇÉ= ä~= êÉÇ= ÇÉ= ÅÉåíêçë= ÇÉ= êÉÑäÉñáµå= Éëíê~í¨ÖáÅ~= ÇÉ=
çéçêíìåáÇ~ÇÉë=ÇÉ=áååçî~Åáµå=EáJ`oblFI=éêçãçîáÇ~=éçê=Éä=fjmfs^I=Éå=Éä=ëÉÅíçê=ÇÉä=àìÖìÉíÉ=
ó= ~= ÇÉëÉãéÉ¥~ê= ä~= ÑìåÅáµå= ÇÉ= êÉëéçåë~ÄäÉ= ÇÉ= éìÄäáÅáÇ~Ç= Éå= ä~= ^ëçÅá~Åáµå= bëé~¥çä~= ÇÉ=
c~ÄêáÅ~åíÉë=ÇÉ=gìÖìÉíÉëK=
=
oÉëéçåë~ÄäÉ=éìÄäáÅáÇ~Ç=^ëçÅá~Åáµå=bëé~¥çä~=c~ÄêáÅ~åíÉë=ÇÉ=gìÖìÉíÉë=
==
ãÑê~åÅÉë]~ÉÑàKÉë====
jµîáäW=SQR=UQ=RV=TN=
=
=
=
=
=
=
=
=
=
=
=
=
=
=
=
=
=
=
=
=
=
=
=
=
=
=
=
=
=
=
obprjbkK=
=
bä=éêÉëÉåíÉ=íê~Ä~àç=~ÄçêÇ~=Éä=ÉëíìÇáç=ÇÉ=ä~=ÉãÉêÖÉåíÉ=Éëíê~íÉÖá~=ÇÉ=ÅçãìåáÅ~Åáµå=ääÉî~Ç~=
~= Å~Äç= ~= íê~î¨ë= ÇÉä= ãÉÇáç= fåíÉêåÉí= ÇÉåçãáå~Ç~= ~ÇîÉêÖ~ãáåÖK= içë= í~ãÄá¨å= ÅçåçÅáÇçë=
Åçãç=“îáÇÉçàìÉÖçë=îáêíì~äÉëÒI=ëçå=ìå=êÉÅìêëç=ÅçãìåáÅ~íáîç=ãìó=ìíáäáò~Çç=éçê=ä~ë=ã~êÅ~ë=
ÇÉ= ~äáãÉåí~Åáµå= áåÑ~åíáä= Éå= bbKrrI= ó= ~Åíì~äãÉåíÉ= ÅçãáÉåò~å= ~= ÉñíÉåÇÉê= ëìë= ~ÅÅáçåÉë= ~ä=
ãÉêÅ~Çç= ÉìêçéÉçK= mçê= ÉëíÉ= ãçíáîçI= Éä= çÄàÉíáîç= ÖÉåÉê~ä= ÇÉ= ÉëíÉ= íê~Ä~àç= Éë= = êÉ~äáò~ê= ìå~=
áåîÉëíáÖ~Åáµå= íÉåÇÉåíÉ= ~= ÉëíìÇá~ê= ä~= éêçäáÑÉê~Åáµå= ÇÉ= Éëí~= í¨ÅåáÅ~= ÇÉ= ÅçãìåáÅ~Åáµå= åç=
ÅçåîÉåÅáçå~äI= éçÅç= ÅçåçÅáÇ~= Éå= åìÉëíêç= é~∞ëI= Éå= ìå= ëÉÅíçê= ÅçåÅêÉíç= Åçãç= Éë= Éä= ÇÉ= ä~=
~äáãÉåí~Åáµå= ó= ÇÉëíáå~Ç~= ~= ìå= í~êÖÉí= ÉëéÉÅ∞ÑáÅçW= Éä= é∫ÄäáÅç= áåÑ~åíáäK= i~ë= ê~òçåÉë= èìÉ= åçë=
Ü~å= ääÉî~Çç= ~= ÉëÅçÖÉê= ÇáÅÜç= ëÉÅíçê= ó= é∫ÄäáÅç= Éëí•å= ãçíáî~Ç~ë= Éå= Ççë= éçëíìä~Ççë=
ÅçåÅêÉíçëW=éçê=ìå=ä~ÇçI=Éä=Ñçêã~íç=ÇÉä=~ÇîÉêÖ~ãáåÖ=ëÉ=ÇÉëÉåîìÉäîÉ=Éå=ìå=Éåíçêåç=ä∫ÇáÅç=
ãìó= ëáãáä~ê= ~ä= èìÉ= éêçéáÅá~å= äçë= îáÇÉçàìÉÖçëI= ó= ìå= ~ãÄáÉåíÉ= èìÉ= êÉëìäí~= ãìó= ~íê~Åíáîç=
é~ê~= Éä= é∫ÄäáÅç= áåÑ~åíáäK= mçê= çíêç= ä~ÇçI= ä~ë= ã~êÅ~ë= ÇÉ= ~äáãÉåí~Åáµå= ÇÉëíáå~Ç~ë= ~ä= í~êÖÉí=
áåÑ~åíáä= Éëí•å= ëìéÉÇáí~Ç~ëI= ÇÉëÇÉ= ä~= Éåíê~Ç~= Éå= îáÖçê= ÇÉä= `µÇáÖç= m^lpI= ~= ìå~ë= åçêã~ë=
~ìíçêêÉÖìä~Ççê~ë=èìÉ=éìÉÇÉå=ääÉÖ~ê=~=äáãáí~ê=ëìë=Éëíê~íÉÖá~ë= ÅçãìåáÅ~íáî~ë=Éå=ä~=îÉêëáµå=
ÇÉ= éìÄäáÅáÇ~Ç= ÅçåîÉåÅáçå~äI= ÇÉ= ~Ü∞= èìÉ= ëÉ= áÇÉÉå= åìÉî~ë= ѵêãìä~ë= ÅçãÉêÅá~äÉë= é~ê~=
ÅçåÉÅí~ê=Åçå=ëìë=àµîÉåÉë=ÅçåëìãáÇçêÉëK=
=
m~ê~=ääÉî~ê=~=Å~Äç=ÇáÅÜç=ÉëíìÇáçI=ëÉ=éêçÅÉÇÉê•=~=êÉ~äáò~ê=ìå=~å•äáëáë=ÇÉ=ÅçåíÉåáÇç=ÇÉ=ä~ë=
ïÉÄë=ÇÉ=ä~ë=éêáåÅáé~äÉë=ã~êÅ~ë=ÇÉ=~äáãÉåí~Åáµå=áåÑ~åíáä=ÉñáëíÉåíÉë=Éå=Éä=ãÉêÅ~Çç=Éëé~¥çäI=
Åçå= ä~= Ñáå~äáÇ~Ç= ÇÉ= çÄëÉêî~ê= ëá= ÉåíêÉ= ëìë= Éëíê~íÉÖá~ë= ÅçãìåáÅ~íáî~ë= Éëí•= ä~= ìíáäáò~Åáµå= ÇÉä=
~ÇîÉêÖ~ãáåÖI= ó= Éå= Å~ëç= ~Ñáêã~íáîç= éêçÅÉÇÉê= ~= ìå= ÉëíìÇáç= ÇÉëÅêáéíáîç= ÇÉ= äçë= í~ãÄá¨å=
ÇÉåçãáå~Ççë= “~ÇîÉêíáëáåÖ= Ó= Ö~ãÉëÒI= é~ê~= éçëíÉêáçêãÉåíÉ= éêçÅÉÇÉê= ~= ä~= Åçãé~ê~Åáµå=
ÉåíêÉ=ã~êÅ~ë=èìÉ=äçë=ìíáäáÅÉåK=
=
jÉÇá~åíÉ=ÉëíÉ=ÉëíìÇáç=ëÉ=ÉëéÉê~=çÄëÉêî~ê=ëá=ä~=ìíáäáò~Åáµå=ÇÉä=~ÇîÉêÖ~ãáåÖ=Éå=ä~ë=ïÉÄë=ÇÉ=
ã~êÅ~ë=ÇÉ=~äáãÉåí~Åáµå=áåÑ~åíáä=Éë=íçÇ~î∞~=~åÉÅǵíáÅ~=Éå=åìÉëíêç=é~∞ëI=ç=éçê=Éä=Åçåíê~êáç=
ëì= áåãÉêëáµå= Ü~= ëáÇç= ÅçåíìåÇÉåíÉ= ó= Éë= ìå~= Åçåëí~åíÉ= ÜÉêê~ãáÉåí~= ÇÉ= ÅçãìåáÅ~Åáµå=
ìíáäáò~Ç~=éçê=ä~ë=ÉãéêÉë~ë=~äáãÉåíáÅá~ëK=^ÇÉã•ëI==íçã~åÇç=Åçãç=Ä~ëÉ=Éä=ÉëíìÇáç=ääÉî~Çç=
~=Å~ÄçI=ëÉ=éêÉíÉåÇÉ=êÉ~äáò~ê=ìå~=Å~ê~ÅíÉêáò~Åáµå==ÖÉåÉê~ä=èìÉ=ÇÉëÅêáÄ~=ä~ë=é~êíáÅìä~êáÇ~ÇÉë=
éêçéá~ë=ÇÉä=~ÇîÉêÖ~ãáåÖ=Éå=ä~ë=ïÉÄë=Éëé~¥çä~ë=ÇÉ=éêçÇìÅíçë=~äáãÉåíáÅáçë=ÇÉëíáå~Ççë=~=
åá¥çëK=
=
hbv=tloapW=^ÇîÉêÖ~ãáåÖI=ÅÜáäÇêÉåI=ïÉÄëK=
=
=
=
=
=
=
=
=
=
=
=
=
=
=
=
=
=
=
=
^_pqo^`qK=
=
=
få=íÜáë=ïçêâ=íÜÉ=ëíìÇó=çÑ=íÜÉ=ÉãÉêÖáåÖ=ëíê~íÉÖó=çÑ=ÅçããìåáÅ~íáçå=ÅçåÇìÅíÉÇ=íÜêçìÖÜ=íÜÉ=
ãÉÇáìã=Å~ääÉÇ=fåíÉêåÉí=~ÇîÉêÖ~ãáåÖK=^äëç=âåçïå=~ë=íÜÉ=?îáêíì~ä=îáÇÉç=Ö~ãÉI?=~êÉ=~=îÉêó=
ÅçããìåáÅ~íáîÉ=ìëÉÇ=Äó=íÜÉ=Äê~åÇë=çÑ=ÅÜáäÇ=ÑççÇ=áå=íÜÉ=rKpKI=~åÇ=åçï=ÄÉÖáååáåÖ=íç=ÉñíÉåÇ=
íÜÉáê=~Åíáçå=íç=íÜÉ=bìêçéÉ~å=ã~êâÉíK=cçê=íÜáë=êÉ~ëçåI=íÜÉ=çîÉê~ää=çÄàÉÅíáîÉ=çÑ=íÜáë=ïçêâ=áë=íç=
ÅçåÇìÅí=~å=áåîÉëíáÖ~íáçå=~áãÉÇ=~í=ëíìÇóáåÖ=íÜÉ=éêçäáÑÉê~íáçå=çÑ=ëìÅÜ=ìåÅçåîÉåíáçå~ä=ãÉ~åë=
çÑ=ÅçããìåáÅ~íáçåI=äáííäÉ=âåçïå=áå=çìê=ÅçìåíêóI=áå=~=é~êíáÅìä~ê=ëÉÅíçê=~ë=áë=íÜÉ=ÑççÇ=~åÇ=Ñçê=~=
ëéÉÅáÑáÅ=í~êÖÉíW=íÜÉ=ÅÜáäÇ=~ìÇáÉåÅÉK=qÜÉ=êÉ~ëçåë=íÜ~í=Ü~îÉ=äÉÇ=ìë=íç=ÅÜççëÉ=íÜ~í=ëÉÅíçê=~åÇ=
íÜÉ=éìÄäáÅ=~êÉ=ãçíáî~íÉÇ=Äó=íïç=ëéÉÅáÑáÅ=íÉåÉíëW=ÑáêëíI=íÜÉ=Ñçêã~í=çÑ=~ÇîÉêÖ~ãáåÖ=ìåÑçäÇë=áå=
~=Ñìå=ÉåîáêçåãÉåí=îÉêó=ëáãáä~ê=íç=íÜ~í=ÉåÅçìê~ÖÉ=îáÇÉç=Ö~ãÉëI=~åÇ=~å=ÉåîáêçåãÉåí=íÜ~í=áë=
îÉêó= ~ííê~ÅíáîÉ= íç= íÜÉ= ÅÜáäÇêÉåK= lå= íÜÉ= çíÜÉê= Ü~åÇI= íÜÉ= Äê~åÇë= çÑ= ÑççÇ= ÇÉëíáåÉÇ= Ñçê= íÜÉ=
í~êÖÉí=ÅÜáäÇêÉå=~êÉ=ëìÄàÉÅíI=ëáåÅÉ=íÜÉ=Éåíêó=áåíç=ÑçêÅÉ=çÑ=íÜÉ=`çÇÉ=m^lpI=ëçãÉ=ëÉäÑJÄáåÇáåÖ=
êìäÉë= íÜ~í= ãáÖÜí= äáãáí= íÜÉáê= ÅçããìåáÅ~íáîÉ= ëíê~íÉÖáÉë= áå= íÜÉ= Ñçêã= çÑ= ÅçåîÉåíáçå~ä=
~ÇîÉêíáëáåÖI=~åÇ=áí=áë=íÜÉêÉÑçêÉ=ÇÉîáëÉ=åÉï=ï~óë=`çããÉêÅá~ä=áíë=óçìåÖ=éÉçéäÉ=íç=ÅçååÉÅí=
ïáíÜ=
=ÅçåëìãÉêëK==
qç= ÅçåÇìÅí= íÜáë= ëíìÇóI= íÜÉêÉ= ïáää= ÄÉ= ~å= ~å~äóëáë= çÑ= ÅçåíÉåíë= çÑ= íÜÉ= ïÉÄëáíÉë= çÑ= ã~àçê=
Äê~åÇë=çÑ=ÅÜáäÇ=ÑççÇ=áå=íÜÉ=pé~åáëÜ= ã~êâÉíI=ïáíÜ=íÜÉ=éìêéçëÉ=çÑ=çÄëÉêîáåÖ=ïÜÉíÜÉê= íÜÉáê=
ÅçããìåáÅ~íáîÉ=ëíê~íÉÖáÉë=áë=íÜÉ=ìëÉ=çÑ=~ÇîÉêÖ~ãáåÖI=~åÇ=áÑ=óÉë=íç=~=ÇÉëÅêáéíáîÉ=ëíìÇó=çÑ=
íÜÉ=ëçJÅ~ääÉÇ=?~ÇîÉêíáëáåÖ=J=Ö~ãÉëI?=~åÇ=íÜÉå=éêçÅÉÉÇ=íç=íÜÉ=Åçãé~êáëçå=ÄÉíïÉÉå=Äê~åÇë=
íÜ~í=ìëÉ=íÜÉãK=
==
qÜêçìÖÜ=íÜáë=ëíìÇó=~êÉ=ÉñéÉÅíÉÇ=íç=çÄëÉêîÉ=ïÜÉíÜÉê=íÜÉ=ìëÉ=çÑ=~ÇîÉêÖ~ãáåÖ=áå=íÜÉ=ïÉÄë=
çÑ=Äê~åÇë=çÑ=ÅÜáäÇ=ÑççÇ=áë=ëíáää=ëÅ~êÅÉ=áå=çìê=ÅçìåíêóI=çê=çå=íÜÉ=Åçåíê~êóI=Üáë=áããÉêëáçå=Ü~ë=
ÄÉÉå= çîÉêïÜÉäãáåÖ= ~åÇ= áë= ~= Åçåëí~åí= ÅçããìåáÅ~íáçå= íççä= ìëÉÇ= Äó= ÑççÇ= Åçãé~åáÉëK=
cìêíÜÉêãçêÉI= Ä~ëÉÇ= çå= íÜÉ= ëíìÇó= ÅçåÇìÅíÉÇI= áí= áë= áåíÉåÇÉÇ= íç= ã~âÉ= ~= ÖÉåÉê~ä=
ÅÜ~ê~ÅíÉêáò~íáçå=íÜ~í=ÇÉëÅêáÄÉë=íÜÉ=ëéÉÅáÑáÅ=ÅÜ~ê~ÅíÉêáëíáÅë=çÑ=~ÇîÉêÖ~ãáåÖ=áå=íÜÉ=ïÉÄë=çÑ=
pé~åáëÜ=ÑççÇ=éêçÇìÅíë=íç=ÅÜáäÇêÉåK=
=