Análisis publicitario emocional televisivo (2005 - 2009) y su efecto en los estudiantes universitarios de Riobamba ejemplificado en un spot de tv.

Abstract

In the present investigation it was proposed: To analyze the emotional publicity, transmitted in the national television channels and its effect in young students of superior level, in the city of Riobamba and its application in a tv spot; Through bibliographical and field research. Using surveys, advertising, computer, video editing and production software; With research methods of scientific observation and surveys, determined that: Advertised advertisements are ads that people like to be emotional, create emotional marks where the consumer feels reflected by acting in their attitude and arousing greater interest in the advertisement, color And music demonstrate that they are drivers of feelings, emotions, feelings and desires; 73% of young university students say that emotional advertising influences when they buy and 53% accept advertising on national television. The results obtained were applied in two advertising, service and product spots, finally validated and reflected a high acceptance, 66.7% for the product spot and 83.3% for the service spot. It is concluded that the proper use of emotions in advertising creates greater interest in the consumer and that the preferences of young people in Riobamba are not only oriented to traditional advertising but to innovation in the communication process. Being necessary to deepen the study of the emotional publicity and other advertising strategies for the development of better strategies of sale.