{"id":21175,"date":"2018-03-09T09:10:50","date_gmt":"2018-03-09T09:10:50","guid":{"rendered":"https:\/\/www.deberes.net\/tesis\/sin-categoria\/adecuacion-de-la-publicidad-al-contexto-social-y-economico\/"},"modified":"2018-03-09T09:10:50","modified_gmt":"2018-03-09T09:10:50","slug":"adecuacion-de-la-publicidad-al-contexto-social-y-economico","status":"publish","type":"post","link":"https:\/\/www.deberes.net\/tesis\/sin-categoria\/adecuacion-de-la-publicidad-al-contexto-social-y-economico\/","title":{"rendered":"Adecuaci\u00f3n de la publicidad al contexto social y econ\u00f3mico"},"content":{"rendered":"<h2>Tesis doctoral de <strong> Dimitry Kaschkarow Annenkov <\/strong><\/h2>\n<p>En \u00abadecuaci\u00f3n de la publicidad al contexto social y econ\u00f3mico\u00bb, demuestro c\u00f3mo la irrupci\u00f3n del comercio electr\u00f3nico y la utilizaci\u00f3n de \u00abp\u00e1ginas web\u00bb por parte de algunos anunciantes afecta a los contenidos de sus anuncios publicitarios en medios tradicionales.  esto ocurre porque, al disponer de una p\u00e1gina web, los anunciantes ponen en ella toda la informaci\u00f3n sobre el producto que pueda necesitar un posible cliente. As\u00ed, los anuncios de prensa se ven librados de la responsabilidad de ofrecer esa informaci\u00f3n y, am\u00e9n de utilizar menos cantidad de texto, se centran en potenciar \u00abla promesa\u00bb y en los aspectos atencionales y emocionales. a este proceso lo llamamos \u00abdelegaci\u00f3n informativa\u00bb.  adem\u00e1s de medir las variaciones estrictamente cuantitativas del texto utilizado en cada anuncio, hemos analizado las menciones de determinadas palabras clave, los temas\/valor de los titulares, la forma sem\u00e1ntcia de los mismos y su orientaci\u00f3n a la imagen. Todo ello, a fin de determinar las variaciones cualitativas del texto, producto de la antes mencionada delegaci\u00f3n informativa.  analizamos, por \u00faltimo, el nivel de integraci\u00f3n formal existente entre los anuncios y las p\u00e1ginas web a las que remiten, el car\u00e1cter intrusivo de la publicidad de estas p\u00e1ginas y la utilizaci\u00f3n de recursos de alta tecnolog\u00eda en las mismas.  la investigaci\u00f3n se ha realizado analizando el contenido de todos los anuncios que incluyan una p\u00e1gina web, publicados durante un a\u00f1o en \u00abel pa\u00eds\u00bb (entre el 27 de octubre de 2000 y 27 de octubre de 2001) y contrast\u00e1ndolos con anuncios semejantes en tama\u00f1o y contenido, pero de anunciantes que no dispongan de una p\u00e1gina web.<\/p>\n<p>&nbsp;<\/p>\n<h3>Datos acad\u00e9micos de la tesis doctoral \u00ab<strong>Adecuaci\u00f3n de la publicidad al contexto social y econ\u00f3mico<\/strong>\u00ab<\/h3>\n<ul>\n<li><strong>T\u00edtulo de la tesis:<\/strong>\u00a0 Adecuaci\u00f3n de la publicidad al contexto social y econ\u00f3mico <\/li>\n<li><strong>Autor:<\/strong>\u00a0 Dimitry Kaschkarow Annenkov <\/li>\n<li><strong>Universidad:<\/strong>\u00a0 Complutense de Madrid<\/li>\n<li><strong>Fecha de lectura de la tesis:<\/strong>\u00a0 15\/01\/2003<\/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>Jos\u00e9 Ram\u00f3n S\u00e1nchez Guzm\u00e1n<\/li>\n<\/ul>\n<\/li>\n<li><strong>Tribunal<\/strong>\n<ul>\n<li>Presidente del tribunal: jose Santiago merino <\/li>\n<li>carmelo Mercado idoeta (vocal)<\/li>\n<li> S\u00e1nchez gal\u00e1n Jos\u00e9 ram\u00f3n (vocal)<\/li>\n<li>sergio Calvo fern\u00e1ndez (vocal)<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Tesis doctoral de Dimitry Kaschkarow Annenkov En \u00abadecuaci\u00f3n de la publicidad al contexto social y econ\u00f3mico\u00bb, demuestro c\u00f3mo la irrupci\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 center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""}},"footnotes":""},"categories":[1],"tags":[55445,64040,17676,64041,64042,64043],"class_list":["post-21175","post","type-post","status-publish","format-standard","hentry","category-sin-categoria","tag-carmelo-mercado-idoeta","tag-dimitry-kaschkarow-annenkov","tag-jose-ramon-sanchez-guzman","tag-jose-santiago-merino","tag-sanchez-galan-jose-ramon","tag-sergio-calvo-fernandez"],"_links":{"self":[{"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/posts\/21175","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/comments?post=21175"}],"version-history":[{"count":0,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/posts\/21175\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/media?parent=21175"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/categories?post=21175"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/tags?post=21175"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}