El estancamiento creativo de la publicidad radiofónica en el nuevo escenario sonoro: análisis del tono y estilo de las inserciones publicitarias

There are very few papers on the most creative aspects of sound advertising. This research aims to fill this void and focus not only on the formats, but also on the tone and the style of radio advertisements. The longitudinal analysis of a sample of 679 advertisements broadcast in prime time by the general stations with the largest audiences in Spain is used to compare the evolution of adverts over a decade. The methodological classification on tone and style applied in this proposal presents a novel contribution regarding the role played by creativity in radio advertising in our country, which continues to demonstrate clear signs of stagnation.