Géneros y formas de inserción publicitaria en la televisión española: regulación vs. práctica

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Resum

The digitization process has forced broadcasters across Europe to rethink their funding, and advertising strategies and regulation have acquired a main role in many markets. In Spain, one of the European countries with a higher advertising saturation index, the regulation ("Ley 7/2010 General de la Comunicación Audiovisual del 31 de marzo") establishes the rights and duties of programmers with a clearly less restrictive legal framework than other countries. Using content analysis, this research identifies advertising genres and insertion modes in Spain main general interest channels, studying trends and contrasting professional practices with the principles established by the current legislation. The results presented demonstrate the use of multiple genres and advertising insertion forms and suggest the existence of a certain relationship between this variety and the willingness of operators to stay within the law by using innovative techniques.

Títol traduït de la contribucióAdvertising genres and insertion forms in Spanish television: Regulation vs. reality
Idioma originalEspanyol
Pàgines (de-a)61-80
Nombre de pàgines20
RevistaCuadernos.info
Volum34
Número1
DOIs
Estat de la publicacióPublicada - de juny 2014

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