Numbers > Number 6 > The evolution from the rational speech to emocional speech in El Sol. The Iberoamerican Advertising Communication Festival (1988-1998-2008)
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ISSN: 1885-365X

The evolution from the rational speech to emocional speech in El Sol. The Iberoamerican Advertising Communication Festival (1988-1998-2008)

23 de marzo de 2010
8 de septiembre de 2010

Abstract

Advertising is living a transformation process. The new TIC, the consumer behavior evolution and changes in the mass media have revolutionized the advertising message perception. The key of brand communication is today based in the emotional discourse in detriment of the rational discourse. But the adoption of one structure over the other provokes certain questions. The current investigation tries to find out why the importance of one election over the other in the spanish speaking markets is not an isolated phenomenon but the consequence of two decades of evolution that someone can spot at least in one of the most well known advertising festivals in spanish language: El Sol. The Iberoamerican Advertising Communication Festival.

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