{"id":21639,"date":"2018-03-09T09:11:30","date_gmt":"2018-03-09T09:11:30","guid":{"rendered":"https:\/\/www.deberes.net\/tesis\/sin-categoria\/publicidad-y-entretenimiento-en-la-web-estrategias-formatos-y-tipologa%c2%adas-de-advertainment\/"},"modified":"2018-03-09T09:11:30","modified_gmt":"2018-03-09T09:11:30","slug":"publicidad-y-entretenimiento-en-la-web-estrategias-formatos-y-tipologa%c2%adas-de-advertainment","status":"publish","type":"post","link":"https:\/\/www.deberes.net\/tesis\/politecnica-de-valencia\/publicidad-y-entretenimiento-en-la-web-estrategias-formatos-y-tipologa%c2%adas-de-advertainment\/","title":{"rendered":"Publicidad y entretenimiento en la web: estrategias, formatos y tipolog\u00edas de advertainment"},"content":{"rendered":"<h2>Tesis doctoral de <strong> Jose Mart\u00ed Parre\u00f1o <\/strong><\/h2>\n<p>La publicidad ha empezado a encontrar en la web un medio id\u00f3neo a trav\u00e9s del cual difundir sus mensajes. Un medio cuya principal caracter\u00edstica, la interactividad, ha posibilitado el desarrollo de nuevos formatos publicitarios inconcebibles hasta el momento en cualquier otro medio. El advertainment, hibridando a la perfecci\u00f3n los contenidos publicitarios con el entretenimiento, se presenta como una de las estrategias de mayor futuro e importancia, poniendo a disposici\u00f3n de la comunicaci\u00f3n publicitaria toda una nueva serie de tipolog\u00edas; relatos interactivos, advergames, moviemakers, etc. Una nueva forma de experimentar la publicidad en la que el usuario\/consumidor adquiere un activo protagonismo.<\/p>\n<p>&nbsp;<\/p>\n<h3>Datos acad\u00e9micos de la tesis doctoral \u00ab<strong>Publicidad y entretenimiento en la web: estrategias, formatos y tipolog\u00edas de advertainment<\/strong>\u00ab<\/h3>\n<ul>\n<li><strong>T\u00edtulo de la tesis:<\/strong>\u00a0 Publicidad y entretenimiento en la web: estrategias, formatos y tipolog\u00edas de advertainment <\/li>\n<li><strong>Autor:<\/strong>\u00a0 Jose Mart\u00ed Parre\u00f1o <\/li>\n<li><strong>Universidad:<\/strong>\u00a0 Polit\u00e9cnica de Valencia<\/li>\n<li><strong>Fecha de lectura de la tesis:<\/strong>\u00a0 14\/02\/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>Mar\u00eda Eulalia Adelantado Mateu<\/li>\n<\/ul>\n<\/li>\n<li><strong>Tribunal<\/strong>\n<ul>\n<li>Presidente del tribunal: Miguel De aguilera moyano <\/li>\n<li>gabriel Songel gonz\u00e1lez (vocal)<\/li>\n<li>Mar\u00eda isabel De salas nestares (vocal)<\/li>\n<li>josep Prosper ribes (vocal)<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Tesis doctoral de Jose Mart\u00ed Parre\u00f1o La publicidad ha empezado a encontrar en la web un medio id\u00f3neo a trav\u00e9s [&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":[16820],"tags":[43448,65150,65151,16970,58564,5319],"class_list":["post-21639","post","type-post","status-publish","format-standard","hentry","category-politecnica-de-valencia","tag-gabriel-songel-gonzalez","tag-jose-marti-parreno","tag-josep-prosper-ribes","tag-maria-eulalia-adelantado-mateu","tag-maria-isabel-de-salas-nestares","tag-miguel-de-aguilera-moyano"],"_links":{"self":[{"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/posts\/21639","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=21639"}],"version-history":[{"count":0,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/posts\/21639\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/media?parent=21639"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/categories?post=21639"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/tags?post=21639"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}