Browsing by Author "Clemente Cisneros, Einer Alejandro"
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Item Open Access Análisis audiovisual de los spots publicitarios de la campaña Grow Up de Mercedes Benz(Pontificia Universidad Católica del Ecuador Ibarra, 2022-04) Clemente Cisneros, Einer AlejandroPublicity can be presented in various formats to the audience and carry a differently targeted message depending on the advertising format used. Publicity spots, specifically those that are composed of the creation of videos and short films, correspond to a versatile type of advertising that has several aspects to analyze in an audiovisual content, such as its shots, duration, plot, narrativity, history, among others. This content will be analyzed in the present investigation having as object of study the advertising spots of the Grow up campaign of the German car brand Mercedes Benz, which are five that have a duration between 3 to 5 minutes each. Mercedes Benz has always been characterized by proposing a different advertising, appealing to creativity and subtle advertising content, that is, the message is not explicit and the product is not sold literally, but rather a message is built that appeals to interaction and entertainment of the recipient to sell the product in an indirect way. This is how the Grow up campaign spots are constructed, in which, although a car corresponding to Mercedes Benz appears, the plot of the advertising spots is constructed away from the advertising aspect, leaving the car as a secondary character that contributes to highlight the qualities of the story shown in the different spots.