{"id":76868,"date":"2018-03-09T23:22:20","date_gmt":"2018-03-09T23:22:20","guid":{"rendered":"https:\/\/www.deberes.net\/tesis\/sin-categoria\/valores-emocionales-de-la-creatividad-publicitaria\/"},"modified":"2018-03-09T23:22:20","modified_gmt":"2018-03-09T23:22:20","slug":"valores-emocionales-de-la-creatividad-publicitaria","status":"publish","type":"post","link":"https:\/\/www.deberes.net\/tesis\/sin-categoria\/valores-emocionales-de-la-creatividad-publicitaria\/","title":{"rendered":"Valores emocionales de la creatividad publicitaria"},"content":{"rendered":"<h2>Tesis doctoral de <strong> Carlos Navarro Guti\u00e9rrez <\/strong><\/h2>\n<p>La tesis empieza por plantear la importancia decisiva que la transmisi\u00f3n de emociones, entre la marca y sus consumidores, ha tenido hist\u00f3ricamente. En t\u00e9rminos te\u00f3ricos, y desde una \u00f3ptica pluridisciplinar, se profundiza en los mecanismos que la creatividad publicitaria actual emplea para transformar una intangible, como son los sentimientos, en un deseo real de compra del producto o servicio.     con el prop\u00f3sito de aportar una nueva visi\u00f3n a la investigaci\u00f3n de los contenidos emocionales en creatividad publicitaria, se procede a continuaci\u00f3n al an\u00e1lisis cuantitativo y cualitativo de una amplia muestra de anuncios aparecido recientemente en publicaciones impresas. Una serie de resultados ponen de relieve c\u00f3mo los g\u00e9neros y estereotipos creativos gr\u00e1ficos se pueden convertir en los elementos clave, si se quiere cuantificar y sacar conclusiones de la mezcla  de valores tanto emocionales como racionales en anuncios y campa\u00f1as publicitarias.<\/p>\n<p>&nbsp;<\/p>\n<h3>Datos acad\u00e9micos de la tesis doctoral \u00ab<strong>Valores emocionales de la creatividad publicitaria<\/strong>\u00ab<\/h3>\n<ul>\n<li><strong>T\u00edtulo de la tesis:<\/strong>\u00a0 Valores emocionales de la creatividad publicitaria <\/li>\n<li><strong>Autor:<\/strong>\u00a0 Carlos Navarro Guti\u00e9rrez <\/li>\n<li><strong>Universidad:<\/strong>\u00a0 Complutense de Madrid<\/li>\n<li><strong>Fecha de lectura de la tesis:<\/strong>\u00a0 26\/10\/2005<\/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>Caridad Hern\u00e1ndez Mart\u00ednez<\/li>\n<\/ul>\n<\/li>\n<li><strong>Tribunal<\/strong>\n<ul>\n<li>Presidente del tribunal:  Garcia fern\u00e1ndez Emilio Carlos <\/li>\n<li>Marta Perlado lamo de espinosa (vocal)<\/li>\n<li>Antonio Cobelo curras (vocal)<\/li>\n<li>Ana m. Martin lopez (vocal)<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Tesis doctoral de Carlos Navarro Guti\u00e9rrez La tesis empieza por plantear la importancia decisiva que la transmisi\u00f3n de emociones, entre [&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":[70870,44911,102798,165723,44251,44912],"class_list":["post-76868","post","type-post","status-publish","format-standard","hentry","category-sin-categoria","tag-ana-m-martin-lopez","tag-antonio-cobelo-curras","tag-caridad-hernandez-Martinez","tag-carlos-navarro-gutierrez","tag-garcia-fernandez-emilio-carlos","tag-marta-perlado-lamo-de-espinosa"],"_links":{"self":[{"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/posts\/76868","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=76868"}],"version-history":[{"count":0,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/posts\/76868\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/media?parent=76868"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/categories?post=76868"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.deberes.net\/tesis\/wp-json\/wp\/v2\/tags?post=76868"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}