Inclusive Advertising Analyzing Commercial Spots Out of Advertising Campaigns from Mexico, Argentina, and Ecuador

Fanny Paladines; Alejandra Luzuriaga; Andrea Velásquez; Evana Erazo

doi:10.1007/978-981-99-0333-7_32

Inclusive Advertising Analyzing Commercial Spots Out of Advertising Campaigns from Mexico, Argentina, and Ecuador

Fanny Paladines^*, Alejandra Luzuriaga, Andrea Velásquez, Evana Erazo

^*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

1 Scopus citations

Abstract

Inclusive advertising is used to communicate through brands and campaigns the values they allow, their ideologies, and attitudes which search to promote equality or positive behavior toward society. This study pursues as an objective to gather information about how commercial spots coming from Mexico, Argentina, and Ecuador in 2019, referred about inclusion and diversity, around the ranges of; communication, special needs models, switching roles between men and women, stereotypes and inclusion, throughout ongoing YouTube campaigns. Each analysis is based on the qualitative method in which the content is examined to determine the characteristics assigned to non-traditional models of selected commercial spots, locating those with effects in speech and with the social impact each ad carries. Denotative and connotative focused analysis diagrams are used as a fundamental tool to describe the elements that constitute inclusion and diversity within advertising creativity. And semi-structured interviews with the creative directors of some advertising agencies coming from the three countries previously mentioned, with the objective of getting to know their intention or objectives regarding the use of this type of campaign.

Original language	English
Title of host publication	Marketing and Smart Technologies - Proceedings of ICMarkTech 2022
Editors	José Luís Reis, José Paulo Marques dos Santos, Marisa Del Rio Araujo, Luís Paulo Reis
Publisher	Springer Science and Business Media Deutschland GmbH
Pages	439-452
Number of pages	14
ISBN (Print)	9789819903320
DOIs	https://doi.org/10.1007/978-981-99-0333-7_32
State	Published - 2024
Externally published	Yes
Event	International Conference on Marketing and Technologies, ICMarkTech 2022 - Santiago De Compostela, Spain Duration: 1 Dec 2022 → 3 Dec 2022

Publication series

Name	Smart Innovation, Systems and Technologies
Volume	344
ISSN (Print)	2190-3018
ISSN (Electronic)	2190-3026

Conference

Conference	International Conference on Marketing and Technologies, ICMarkTech 2022
Country/Territory	Spain
City	Santiago De Compostela
Period	1/12/22 → 3/12/22

Bibliographical note

Publisher Copyright:
© 2024, The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.

Keywords

Advertising
Advertising creativity
Diversity
Inclusion
Stereotypes

Access to Document

10.1007/978-981-99-0333-7_32

Cite this

Paladines, F., Luzuriaga, A., Velásquez, A., & Erazo, E. (2024). Inclusive Advertising Analyzing Commercial Spots Out of Advertising Campaigns from Mexico, Argentina, and Ecuador. In J. L. Reis, J. P. M. dos Santos, M. Del Rio Araujo, & L. P. Reis (Eds.), Marketing and Smart Technologies - Proceedings of ICMarkTech 2022 (pp. 439-452). (Smart Innovation, Systems and Technologies; Vol. 344). Springer Science and Business Media Deutschland GmbH. https://doi.org/10.1007/978-981-99-0333-7_32

Paladines, Fanny ; Luzuriaga, Alejandra ; Velásquez, Andrea et al. / Inclusive Advertising Analyzing Commercial Spots Out of Advertising Campaigns from Mexico, Argentina, and Ecuador. Marketing and Smart Technologies - Proceedings of ICMarkTech 2022. editor / José Luís Reis ; José Paulo Marques dos Santos ; Marisa Del Rio Araujo ; Luís Paulo Reis. Springer Science and Business Media Deutschland GmbH, 2024. pp. 439-452 (Smart Innovation, Systems and Technologies).

@inproceedings{a056f38772f544f9b2697e2dfb95898f,

title = "Inclusive Advertising Analyzing Commercial Spots Out of Advertising Campaigns from Mexico, Argentina, and Ecuador",

abstract = "Inclusive advertising is used to communicate through brands and campaigns the values they allow, their ideologies, and attitudes which search to promote equality or positive behavior toward society. This study pursues as an objective to gather information about how commercial spots coming from Mexico, Argentina, and Ecuador in 2019, referred about inclusion and diversity, around the ranges of; communication, special needs models, switching roles between men and women, stereotypes and inclusion, throughout ongoing YouTube campaigns. Each analysis is based on the qualitative method in which the content is examined to determine the characteristics assigned to non-traditional models of selected commercial spots, locating those with effects in speech and with the social impact each ad carries. Denotative and connotative focused analysis diagrams are used as a fundamental tool to describe the elements that constitute inclusion and diversity within advertising creativity. And semi-structured interviews with the creative directors of some advertising agencies coming from the three countries previously mentioned, with the objective of getting to know their intention or objectives regarding the use of this type of campaign.",

keywords = "Advertising, Advertising creativity, Diversity, Inclusion, Stereotypes",

author = "Fanny Paladines and Alejandra Luzuriaga and Andrea Vel{\'a}squez and Evana Erazo",

note = "Publisher Copyright: {\textcopyright} 2024, The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.; International Conference on Marketing and Technologies, ICMarkTech 2022 ; Conference date: 01-12-2022 Through 03-12-2022",

year = "2024",

doi = "10.1007/978-981-99-0333-7\_32",

language = "English",

isbn = "9789819903320",

series = "Smart Innovation, Systems and Technologies",

publisher = "Springer Science and Business Media Deutschland GmbH",

pages = "439--452",

editor = "Reis, \{Jos{\'e} Lu{\'i}s\} and \{dos Santos\}, \{Jos{\'e} Paulo Marques\} and \{Del Rio Araujo\}, Marisa and Reis, \{Lu{\'i}s Paulo\}",

booktitle = "Marketing and Smart Technologies - Proceedings of ICMarkTech 2022",

}

Paladines, F, Luzuriaga, A, Velásquez, A & Erazo, E 2024, Inclusive Advertising Analyzing Commercial Spots Out of Advertising Campaigns from Mexico, Argentina, and Ecuador. in JL Reis, JPM dos Santos, M Del Rio Araujo & LP Reis (eds), Marketing and Smart Technologies - Proceedings of ICMarkTech 2022. Smart Innovation, Systems and Technologies, vol. 344, Springer Science and Business Media Deutschland GmbH, pp. 439-452, International Conference on Marketing and Technologies, ICMarkTech 2022, Santiago De Compostela, Spain, 1/12/22. https://doi.org/10.1007/978-981-99-0333-7_32

Inclusive Advertising Analyzing Commercial Spots Out of Advertising Campaigns from Mexico, Argentina, and Ecuador. / Paladines, Fanny; Luzuriaga, Alejandra; Velásquez, Andrea et al.
Marketing and Smart Technologies - Proceedings of ICMarkTech 2022. ed. / José Luís Reis; José Paulo Marques dos Santos; Marisa Del Rio Araujo; Luís Paulo Reis. Springer Science and Business Media Deutschland GmbH, 2024. p. 439-452 (Smart Innovation, Systems and Technologies; Vol. 344).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

TY - GEN

T1 - Inclusive Advertising Analyzing Commercial Spots Out of Advertising Campaigns from Mexico, Argentina, and Ecuador

AU - Paladines, Fanny

AU - Luzuriaga, Alejandra

AU - Velásquez, Andrea

AU - Erazo, Evana

PY - 2024

Y1 - 2024

N2 - Inclusive advertising is used to communicate through brands and campaigns the values they allow, their ideologies, and attitudes which search to promote equality or positive behavior toward society. This study pursues as an objective to gather information about how commercial spots coming from Mexico, Argentina, and Ecuador in 2019, referred about inclusion and diversity, around the ranges of; communication, special needs models, switching roles between men and women, stereotypes and inclusion, throughout ongoing YouTube campaigns. Each analysis is based on the qualitative method in which the content is examined to determine the characteristics assigned to non-traditional models of selected commercial spots, locating those with effects in speech and with the social impact each ad carries. Denotative and connotative focused analysis diagrams are used as a fundamental tool to describe the elements that constitute inclusion and diversity within advertising creativity. And semi-structured interviews with the creative directors of some advertising agencies coming from the three countries previously mentioned, with the objective of getting to know their intention or objectives regarding the use of this type of campaign.

AB - Inclusive advertising is used to communicate through brands and campaigns the values they allow, their ideologies, and attitudes which search to promote equality or positive behavior toward society. This study pursues as an objective to gather information about how commercial spots coming from Mexico, Argentina, and Ecuador in 2019, referred about inclusion and diversity, around the ranges of; communication, special needs models, switching roles between men and women, stereotypes and inclusion, throughout ongoing YouTube campaigns. Each analysis is based on the qualitative method in which the content is examined to determine the characteristics assigned to non-traditional models of selected commercial spots, locating those with effects in speech and with the social impact each ad carries. Denotative and connotative focused analysis diagrams are used as a fundamental tool to describe the elements that constitute inclusion and diversity within advertising creativity. And semi-structured interviews with the creative directors of some advertising agencies coming from the three countries previously mentioned, with the objective of getting to know their intention or objectives regarding the use of this type of campaign.

KW - Advertising

KW - Advertising creativity

KW - Diversity

KW - Inclusion

KW - Stereotypes

UR - https://www.scopus.com/pages/publications/85171841351

U2 - 10.1007/978-981-99-0333-7_32

DO - 10.1007/978-981-99-0333-7_32

M3 - Conference contribution

AN - SCOPUS:85171841351

SN - 9789819903320

T3 - Smart Innovation, Systems and Technologies

SP - 439

EP - 452

BT - Marketing and Smart Technologies - Proceedings of ICMarkTech 2022

A2 - Reis, José Luís

A2 - dos Santos, José Paulo Marques

A2 - Del Rio Araujo, Marisa

A2 - Reis, Luís Paulo

PB - Springer Science and Business Media Deutschland GmbH

T2 - International Conference on Marketing and Technologies, ICMarkTech 2022

Y2 - 1 December 2022 through 3 December 2022

ER -

Paladines F, Luzuriaga A, Velásquez A, Erazo E. Inclusive Advertising Analyzing Commercial Spots Out of Advertising Campaigns from Mexico, Argentina, and Ecuador. In Reis JL, dos Santos JPM, Del Rio Araujo M, Reis LP, editors, Marketing and Smart Technologies - Proceedings of ICMarkTech 2022. Springer Science and Business Media Deutschland GmbH. 2024. p. 439-452. (Smart Innovation, Systems and Technologies). doi: 10.1007/978-981-99-0333-7_32

Inclusive Advertising Analyzing Commercial Spots Out of Advertising Campaigns from Mexico, Argentina, and Ecuador

Abstract

Publication series

Conference

Bibliographical note

Keywords

Access to Document

Other files and links

Fingerprint

Cite this