Monografia. Medios y diversidad cultural: escenarios comparativos en torno a la publicidad televisiva
Nicolás Lorite García, Ana Entenza, Eduardo Muraca
Abstract
Colour and music are essential elements of the advertising discourse. In this article we present some methodological tools to analyse cultural and ethnic identities in three advertisements (Norit, Kelisto and Kellogg’s), taken from the report Estudio multimodal de la representación de la diversidad en la publicidad en España (Multimodal Study of the Representation of Diversity in Spanish Advertising) (MINECO: CSO2012-35771). The results show that audiovisual advertising uses sounds and colours solely from Western culture, with none from other cultures in Spain originating in the East, Africa or Latin America. These conclusions should be transferred to learning contexts to provide future professionals with the knowledge they need to progress in the representation of real sociocultural diversity in advertising.
Keywords: Music, colour, design, advertising, audiovisual, diversity, migration, television
Reception date: 04/04/2016
Acceptance date: 12/09/2017