Pro-environmental Advertising Strategies of Greatest Impact Among College Audiences

  1. Del Moral Pérez, M. Esther 1
  2. Bellver Moreno, M. Carmen 2
  3. López-Bouzas, Nerea 1
  4. Castañeda Fernández, Jonathan 1
  1. 1 Universidad de Oviedo
    info

    Universidad de Oviedo

    Oviedo, España

    ROR https://ror.org/006gksa02

  2. 2 Universitat de València
    info

    Universitat de València

    Valencia, España

    ROR https://ror.org/043nxc105

Revista:
Index.comunicación: Revista científica en el ámbito de la Comunicación Aplicada

ISSN: 2174-1859

Año de publicación: 2023

Título del ejemplar: Science, its Academic Communication and its Dissemination to Broad Audiences: a Multi-Dimensional Phenomenon

Volumen: 13

Número: 1

Páginas: 223-246

Tipo: Artículo

DOI: 10.33732/IXC/13/01PROENV DIALNET GOOGLE SCHOLAR lock_openDialnet editor

Otras publicaciones en: Index.comunicación: Revista científica en el ámbito de la Comunicación Aplicada

Resumen

El objetivo es conocer la opinión de los universitarios (N=296) sobre las estrategias audiovisuales más impactantes para diseñar futuras campañas publicitarias para la concienciación medioambiental. La metodología es empírica, no experimental de tipo descriptivo, con carácter exploratorio y analítico, centrada en analizar la opinión de los encuestados sobre: los canales de comunicación preferidos para transmitir mensajes proambientales, los formatos audiovisuales que despiertan su atención, la narrativa más persuasiva, los mensajes más impactantes y los personajes que les ofrecen mayor credibilidad para incorporar en campañas proambientales. Los resultados reflejan que la audiencia juvenil prioriza los medios sociales; las imágenes reales; las narrativas de tipo informativo y testimonial; los mensajes catastrofistas, esperanzadores y movilizadores; y prima la naturaleza como protagonista de los relatos. En conclusión, estas campañas deben aprovechar el potencial de las redes sociales y seleccionar las estrategias audiovisuales más idóneas para garantizar su impacto y propiciar el cambio hacia acciones ecosostenibles.

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Fuente de los datos: Dialnet