{"id":15531,"date":"2002-09-02T00:00:00","date_gmt":"2002-09-02T00:00:00","guid":{"rendered":"https:\/\/www.deberes.net\/tesis\/sin-categoria\/creatividad-publicitaria-en-uruguay\/"},"modified":"2002-09-02T00:00:00","modified_gmt":"2002-09-02T00:00:00","slug":"creatividad-publicitaria-en-uruguay","status":"publish","type":"post","link":"https:\/\/www.deberes.net\/tesis\/psicologia\/creatividad-publicitaria-en-uruguay\/","title":{"rendered":"Creatividad publicitaria en uruguay"},"content":{"rendered":"<h2>Tesis doctoral de <strong> Piekarewicz Lazovski <\/strong><\/h2>\n<p>En uruguay, en la mayor\u00eda de los casos, la comunicaci\u00f3n publicitaria insiste en su versi\u00f3n convencional y encorsetada. La creatividad, de la que tanto se habla en el pa\u00eds del mate, el chivito y la cumparsita, pero de la que poco se quiere debatir, brilla por su ausencia. Sigue siendo com\u00fan anunciar, por ejemplo, la \u00abnaturalidad\u00bb de un zumo de naranja con el ya famoso e hist\u00f3rico latiguillo \u00ab100% natural\u00bb, en lugar de, por decirlo de alg\u00fan modo distinto, \u00abes como la naranja que ud.Acaba de exprimir\u00bb.  el sistema publicitario uruguayo parecer\u00eda estar desconociendo una axioma fundamental: la diferencia, en la gran mayor\u00eda de los casos, no se encuentra en los productos, sino en la mente de los consumidores. Por ello, si a alguien se le invitara a beber un vaso de oxido deshidrogenado, posiblemente dir\u00eda que no. Pero si le dijeran que se trata de un vaso de agua, la reacci\u00f3n ser\u00eda completamente distinta. Precisamente, porque los productos y las marcas se sirven de la creatividad en publicidad para decir las mismas cosas de siempre pero como nadie las ha dicho hasta este momento. As\u00ed se logra que las marcas se desmarquen, que los productos se diferencian, que los p\u00fablicos se abran, que las empresas se hagan querer.  a trav\u00e9s de este trabajo, m\u00e1s que de dar respuesta definitivas, se intenta entender. Se estudia y determina pues, qu\u00e9 es la creatividad y la creatividad publicitaria, qu\u00e9 es, c\u00f3mo es, y  c\u00f3mo se lleva a cabo la publicidad creativa en uruguay, qu\u00e9 tan importante resulta la creatividad para las sociedades-mercados actuales, cu\u00e1l es la realidad de la creatividad de la publicidad uruguaya y c\u00f3mo la valoran los anunciantes, los creativos publicitarios y, por supuesto, el p\u00fablico. Todo ello ilustrado y analizado con casos uruguayos de distintos productos y diferentes agencias de publicidad que deber\u00e1n, al menos en principio, ser capaces de clarificar.  creatividad publicitaria en uruguay es una investigaci\u00f3n que<\/p>\n<p>&nbsp;<\/p>\n<h3>Datos acad\u00e9micos de la tesis doctoral \u00ab<strong>Creatividad publicitaria en uruguay<\/strong>\u00ab<\/h3>\n<ul>\n<li><strong>T\u00edtulo de la tesis:<\/strong>\u00a0 Creatividad publicitaria en uruguay <\/li>\n<li><strong>Autor:<\/strong>\u00a0 Piekarewicz Lazovski <\/li>\n<li><strong>Universidad:<\/strong>\u00a0 Complutense de Madrid<\/li>\n<li><strong>Fecha de lectura de la tesis:<\/strong>\u00a0 09\/02\/2002<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3>Direcci\u00f3n y tribunal<\/h3>\n<ul>\n<li><strong>Director de la tesis<\/strong>\n<ul>\n<li>Francisco Garc\u00eda Garc\u00eda<\/li>\n<\/ul>\n<\/li>\n<li><strong>Tribunal<\/strong>\n<ul>\n<li>Presidente del tribunal: ubaldo Cuesta cambra <\/li>\n<li>vicente Pe\u00f1a timon (vocal)<\/li>\n<li>Juan  Carlos Alfeo \u00e1lvarez (vocal)<\/li>\n<li>Jos\u00e9 Soengas p\u00e9rez (vocal)<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Tesis doctoral de Piekarewicz Lazovski En uruguay, en la mayor\u00eda de los casos, la comunicaci\u00f3n publicitaria insiste en su versi\u00f3n [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center 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