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The Use of Radio Advertorials in Spanish Radio Stations

dc.contributor.authorPerelló Oliver, Salvador
dc.contributor.authorMuela Molina, Clara
dc.date.accessioned2019-09-20T14:33:52Z
dc.date.available2019-09-20T14:33:52Z
dc.date.issued2019
dc.identifier.citationParelló-Oliver, S. & Muela-Molina, C. (2019). The use of radio advertorials in Spanish radio stations. Palabra Clave, 22(3), e2237. DOI: https://doi.org/10.5294/pacla.2019.22.3.7es_CO
dc.identifier.issn0122-8285
dc.identifier.otherhttps://palabraclave.unisabana.edu.co/index.php/palabraclave/article/view/8869
dc.identifier.otherhttps://palabraclave.unisabana.edu.co/index.php/palabraclave/article/view/8869/pdf
dc.identifier.urihttp://hdl.handle.net/10818/37369
dc.description25 páginases_CO
dc.description.abstractRadio advertorials (RA) son mensajes publicitarios de larga duración locutados por periodistas, que imitan el contenido editorial y se emiten dentro de los programas. A partir del análisis de su presencia, uso y características, se constata que los periodistas y responsables de las emisoras radiofónicas en España tienden a ser poco rigurosos en la aplicación de los códigos de conducta que regulan el uso de este recurso publicitario. Este trabajo se centra en esos principios éticos y propone una matriz de variables como franja horaria, categoría de producto, tipo de portavoz, identificación del anunciante, formato y estilo del cuerpo de texto, mediante las cuales se pueden identificar las prácticas inapropiadas en la muestra objeto de estudio. Los resultados muestran que RA tienen una mayor presencia en los horarios de mayor audiencia y son realizados por las personalidades radiofónicas de mayor reconocimiento social. Asimismo, en la mayoría de los casos analizados, RA se mezclan con el contenido programático siendo la entrevista el formato más utilizado y el informativo, el estilo del cuerpo de texto con más presencia.es_CO
dc.formatapplication/pdfes_CO
dc.language.isospaes_CO
dc.publisherUniversidad de La Sabanaes_CO
dc.relation.ispartofseriesPalabra Clave, 22(3), e2237
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 International*
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/*
dc.sourceUniversidad de La Sabanaes_CO
dc.sourceDirección de Publicacioneses_CO
dc.subjectPublicidades_CO
dc.subjectPublicidad radiofónicaes_CO
dc.subjectContenido de programaes_CO
dc.subjectContenido editoriales_CO
dc.subjectÉticaes_CO
dc.subjectPeriodistaes_CO
dc.subjectRadioes_CO
dc.titleThe Use of Radio Advertorials in Spanish Radio Stationses_CO
dc.title.alternativeEl uso de publirreportajes de radio (RA) en emisoras de radio españolases_CO
dc.title.alternativeO uso de anúncios de rádio (RA) em estações de rádio espanholases_CO
dc.typearticlees_CO
dc.publisher.departmentDirección de Publicaciones
dc.type.hasVersionpublishedVersiones_CO
dc.rights.accessRightsopenAccesses_CO
dc.identifier.doihttps://doi.org/10.5294/pacla.2019.22.3.7
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