English (United Kingdom)

https://curated-unify.zendy.io/wp-json/zendy-region/v1/featured_content/oa?rat=en

https://curated-unify.zendy.io/wp-json/zendy-region/v1/highlighted_journal/

Global: Zendy Plus annual

Presents the access of premium content as premium feature

Premium Content

Presents the keyphrase highlighting as premium feature

Keyphrase Highlighting

Presents the summarisation as premium feature

Summarisation

Insights

Presents the pdf analysis as premium feature

PDF Analysis

Presents the zaia usage as premium feature

ZAIA

Global: Zendy Tools annual

Global: Zendy Free Plan

Global: Zendy Tools monthly

Global: Zendy Plus monthly

espanolEl arte y la publicidad se influyen y, a dia de hoy, confluyen. La dimension artistica de la publicidad se impone en un mercado altamente competitivo y con un consumidor cada vez mas informado y sobreexpuesto a los mensajes publicitarios. En este contexto, las marcas premium recurren al efecto de transfusion del arte para diferenciarse, ganar prestigio y posicionarse como alternativa a las marcas de lujo. El articulo propone una reflexion teorica que valida dicha estrategia de branding mediante una revision bibliografica exploratoria y descriptiva del estado actual de la cuestion que pueda resultar de interes para futuros analisis sobre este campo de estudio. EnglishArt and advertising are influenced and, today, come together. Artistic dimension of advertising prevails in a highly competitive market with an increasingly informed and overexposed consumer to the advertising messages. In this context, premium brands resort to the art infusion to differentiate, gain prestige and position in the mind of the consumer as an alternative to luxury brands. The article proposes a theoretical reflection that validates this branding strategy through an exploratory and descriptive bibliographical review of the current state of the art that may be of interest for future analyzes in this field of study.

Publicidad con arte. El efecto de transfusión del arte como estrategia de branding para las marcas premium