Publicidad digital, storytelling y transmedia narrative: Educomunicación del consumidor

Translated title of the contribution: Advertising digital, storytelling and transmedia narrative

Gloria Jimenez Marin, Rodrigo Elias Zambrano, Irene Garcia Medina

Research output: Contribution to journalArticle

31 Downloads (Pure)

Abstract

El presente texto trata de analizar las relaciones entre el concepto de storytelling digital aplicado a la publicidad partiendo de la base de la narrativa transmedia. Esto es: cómo la nueva narrativa transmediática ayuda a la construcción de discursos publicitarios basados en la noción de storytelling y cómo ello establece las bases para una educomunicación del consumidor, del espectador y/o del target.

English translation:
The present text tries to analyze the relationships between the concept of digital storytelling applied to advertising starting from the base of the transmedia narrative. This is: how the new transmediatic narrative helps the construction of advertising discourses based on the notion of storytelling and how it establishes the bases for an educommunication of the consumer, the spectator and / or the target.
Translated title of the contributionAdvertising digital, storytelling and transmedia narrative
Original languageSpanish
Pages (from-to)467-478
JournalRazón y Palabra
Issue number101
Publication statusPublished - 17 Jun 2018

Keywords

  • Storytelling
  • transmedia

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