El neorelat solidari : la publicitat televisiva de les ONGD (1986-2010)
El neorelat solidari : la publicitat televisiva de les ONGD (1986-2010)
A sociosemiotic analysis of 184 TV advertisements for nine different NGOs for Development has been carried out. The adverts were broadcast on the Spanish television between 1986 and 2010 and were put in by the following NGOs: Cruz Roja, Unicef, Intermón Oxfam, Médicos sin fronteras, Ayuda en Acción, Intervida, Manos Unidas, Anesvad and África Directo. In the analysis, the theory of postmodern branding has been applied to TV advertising for NGDOs. Discourse, narratives and values have been examined taking into account the threefold dimension of advertisements –textual, intertextual and extratextual features.
En aquesta tesi hem realitzat una anàlisi sociosemiòtica de 184 anuncis de televisió difosos per nou ONGD durant el període comprés entre 1986 i 2010. Les ONGD estudiades són: Cruz Roja, Unicef, Intermón Oxfam, Médicos sin fronteras, Ayuda en Acción, Intervida, Manos Unidas, Anesvad i África Directo.En l'anàlisi hem aplicat la teoria de la marca postmoderna a la publicitat televisiva de les ONGD. Hem analitzat els discursos, els relats i els valors dels anuncis tenint en compte una triple dimensió, textual, intertextual i extratextual.
Sociosemiòtica, UNESCO::CIENCIAS DE LAS ARTES Y LAS LETRAS, :CIENCIAS DE LAS ARTES Y LAS LETRAS [UNESCO], Cooperació internacional, Publicitat, Televisió
Sociosemiòtica, UNESCO::CIENCIAS DE LAS ARTES Y LAS LETRAS, :CIENCIAS DE LAS ARTES Y LAS LETRAS [UNESCO], Cooperació internacional, Publicitat, Televisió
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