Interactividad digital y estrategias narrativas en la publicidad audiovisual de Manos Unidas y Unicef

Bibliographic Data

ID12487478
AuthorsRafael Marfil-Carmona (0000-0001-9688-7088, Universidad de Granada, corresponding author)
Year2014
Volume18
Issue0
Publication date2014-02-11
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueHistoria y Comunicación Social (JOURNAL)
Journal identifiersISSN: 1137-0734 • E-ISSN: 1698-3246
PublisherServicio de Publicaciones (PUBLISHER • ES)
DOI10.5209/rev_hics.2013.v18.43957
OpenAlexW2052208066
LanguageES
Citations received4

The economic difficulties of some areas of the world, such as the case of Europe and the United States, providing regular international cooperation funds, necessitate a creative boost diffusion and publicity of the NGOs, who must harness the power of the Internet to raising funds or through voluntary accessions. Real interactivity, transformation of the usual roles of communication process and development of transmedia narratives are some of the possibilities to improve promotional effectiveness. This paper analyzes, as case studies, two specific campaigns of Manos Unidas and Unicef

Advertising · Art · Business · Interactivity · Multimedia · Narrative · Political science · Power (physics · Publicity · The Internet · Advertising and Communication Studies · Computer Science · Journalism and Media Studies · Law · Media and Digital Communication

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Open DOISci-HubOpen Access