Limites jurídicos de la “Publicidad Encubierta”
Fecha
2020-01
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Jaén: Universidad de Jaén
Resumen
[ES] El presente trabajo tiene su fundamento en la figura de “Publicidad Encubierta”. Es una modalidad de publicidad que se caracteriza, esencialmente, por el emplazamiento de anuncios o mensajes publicitarios sobre una determinada marca comercial o producto en un ámbito diferente. Las empresas consiguen así ubicar sus productos en un contexto que se distancia del marketing conservador y ante receptores mayormente involuntarios.
El interés principal de los anunciantes a la hora de fomentar este tipo de publicidad es captar la atención de los destinatarios hacia su producto, sin ser necesario que la presentación del mismo tenga aspecto publicitario. Es decir, el destinatario no es consciente de la recepción del mensaje que, además, es comunicado por un tercero ajeno a la propia marca del producto, generando menor desconfianza al receptor.
En definitiva, con este estudio trataremos de analizar y perpetrar en el núcleo de la publicidad encubierta.
[EN] This project is based on the figure of “Undercover Advertising”. It is an advertising modality that is characterized, essentially, by the placement of advertisements or advertising messages on a particular brand or product in a different area. In this way, companies manage to locate their products in a context far away from conservative marketing and to mostly involuntary recipients. The main interest of the advertisers when it comes to promoting this type of advertising is to capture the attention of the recipients towards their product, without the need of the advertising aspect. That is, the recipient is not aware of the reception of the message that, in addition, is communicated by a third party outside the product’s own brand, generating less distrust of the recipient. In short, with this study we will try to analyze and perpetrate in the core of covert advertising.
[EN] This project is based on the figure of “Undercover Advertising”. It is an advertising modality that is characterized, essentially, by the placement of advertisements or advertising messages on a particular brand or product in a different area. In this way, companies manage to locate their products in a context far away from conservative marketing and to mostly involuntary recipients. The main interest of the advertisers when it comes to promoting this type of advertising is to capture the attention of the recipients towards their product, without the need of the advertising aspect. That is, the recipient is not aware of the reception of the message that, in addition, is communicated by a third party outside the product’s own brand, generating less distrust of the recipient. In short, with this study we will try to analyze and perpetrate in the core of covert advertising.