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Análisis del spot publicitario All You Need Is Ecuador.

This Article reveals the advertising speech’s structure of the All you need is Ecuador (AYNIE) TV spot transmitted in the Super Bowl in January 2015, a thirty seconds commercial that gather pictures of the main touristic places in the four regions of the country: Mountain Range, Coast, Amazon and Ga...

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Autor Principal: Ramírez Soriano, Gissela Viviana
Otros Autores: Ruíz Vásquez, Mónica
Formato: Tesis de Pregrado
Publicado: 2016
Materias:
COMUNICACIÓN SOCIAL
ANÁLISIS DEL DISCURSO
TURISMO SOSTENIBLE
COMUNICACIÓN - ASPECTOS SOCIALES
Acceso en línea:http://dspace.ups.edu.ec/handle/123456789/11680
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spelling oai-:123456789-116802018-05-14T20:33:12Z Análisis del spot publicitario All You Need Is Ecuador. Ramírez Soriano, Gissela Viviana Ruíz Vásquez, Mónica COMUNICACIÓN SOCIAL ANÁLISIS DEL DISCURSO TURISMO SOSTENIBLE COMUNICACIÓN - ASPECTOS SOCIALES This Article reveals the advertising speech’s structure of the All you need is Ecuador (AYNIE) TV spot transmitted in the Super Bowl in January 2015, a thirty seconds commercial that gather pictures of the main touristic places in the four regions of the country: Mountain Range, Coast, Amazon and Galapagos. The characters are foreigners that live different experiences in the country. Narrative as the official song of the campaign: All you need is love by the band The Beatles, it is in English. Virtual platforms such as YouTube, that trade have been questioned by the use of foreign elements and the construction of his narrative. Given the need to understand the advertising speech of the Super Bowl’s TV Spot, this research, about the foundations of the structuralist school and the principles of advertising, performs a deconstruction-construction of the speech, based in a methodology that analyzes the visual and audible text, the production’s context, the expressive resources and the narratology, for getting a global interpretation and critic of the audiovisual product. The results demonstrate that such commercial use the visual emotion, an audiovisual technique that, through the use of symbols and expressive resources, makes the viewer focus on the feeling that transmits the scene on the forms and objects within it. The TV Spot aims to persuade the receptors to visit Ecuador in order to live and feel the same emotions that the characters that they saw. El presente artículo devela la estructura del discurso publicitario del spot All you need is Ecuador (AYNIE) transmitido en el Super Bowl en el mes de enero del 2015, un comercial de treinta segundos que reúne imágenes de los principales lugares turísticos en las cuatro regiones del país: Sierra, Costa, Amazonía y Galápagos. Los personajes son extranjeros que viven diferentes experiencias en el país. La narración como la canción oficial de la campaña: All you need is love de la banda The Beatles, es en idioma inglés. En plataformas virtuales como YouTube, dicho comercial ha sido cuestionado por la utilización de elementos extranjeros y por la construcción de su narrativa. Ante la necesidad de entender el discurso publicitario del spot AYNIE del Super Bowl, la presente investigación, sobre los fundamentos de la escuela estructuralista y los principios de la publicidad, lleva a cabo una deconstrucción-construcción del discurso, basada en una metodología que analiza el texto visual y sonoro, el contexto de producción, los recursos expresivos y la narratología, para obtener una interpretación global y crítica del producto audiovisual. Los resultados demuestran que dicho comercial utiliza el visual emotion, una técnica audiovisual que, a través de la utilización de símbolos y recursos expresivos, hace que el espectador se concentre en la sensación que le transmite la escena, sobre las formas y objetos dentro de ella. El spot pretende persuadir a los receptores de visitar Ecuador, para que viva y sienta las mismas emociones que los personajes que observaron. 2016-02-29T16:08:48Z 2016-02-29T16:08:48Z 2016-01 bachelorThesis http://dspace.ups.edu.ec/handle/123456789/11680 spa openAccess application/pdf
institution UPS
collection Repositorio UPS
universidades UPS
language
format Tesis de Pregrado
topic COMUNICACIÓN SOCIAL
ANÁLISIS DEL DISCURSO
TURISMO SOSTENIBLE
COMUNICACIÓN - ASPECTOS SOCIALES
spellingShingle COMUNICACIÓN SOCIAL
ANÁLISIS DEL DISCURSO
TURISMO SOSTENIBLE
COMUNICACIÓN - ASPECTOS SOCIALES
Ramírez Soriano, Gissela Viviana
Análisis del spot publicitario All You Need Is Ecuador.
description This Article reveals the advertising speech’s structure of the All you need is Ecuador (AYNIE) TV spot transmitted in the Super Bowl in January 2015, a thirty seconds commercial that gather pictures of the main touristic places in the four regions of the country: Mountain Range, Coast, Amazon and Galapagos. The characters are foreigners that live different experiences in the country. Narrative as the official song of the campaign: All you need is love by the band The Beatles, it is in English. Virtual platforms such as YouTube, that trade have been questioned by the use of foreign elements and the construction of his narrative. Given the need to understand the advertising speech of the Super Bowl’s TV Spot, this research, about the foundations of the structuralist school and the principles of advertising, performs a deconstruction-construction of the speech, based in a methodology that analyzes the visual and audible text, the production’s context, the expressive resources and the narratology, for getting a global interpretation and critic of the audiovisual product. The results demonstrate that such commercial use the visual emotion, an audiovisual technique that, through the use of symbols and expressive resources, makes the viewer focus on the feeling that transmits the scene on the forms and objects within it. The TV Spot aims to persuade the receptors to visit Ecuador in order to live and feel the same emotions that the characters that they saw.
author2 Ruíz Vásquez, Mónica
author_facet Ruíz Vásquez, Mónica
Ramírez Soriano, Gissela Viviana
author Ramírez Soriano, Gissela Viviana
author_sort Ramírez Soriano, Gissela Viviana
title Análisis del spot publicitario All You Need Is Ecuador.
title_short Análisis del spot publicitario All You Need Is Ecuador.
title_full Análisis del spot publicitario All You Need Is Ecuador.
title_fullStr Análisis del spot publicitario All You Need Is Ecuador.
title_full_unstemmed Análisis del spot publicitario All You Need Is Ecuador.
title_sort análisis del spot publicitario all you need is ecuador.
publishDate 2016
url http://dspace.ups.edu.ec/handle/123456789/11680
_version_ 1635381611116625920
score 11,871979

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