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espanolLa sociedad esta experimentando, en los dos ultimos siglos, cambios radicales en sus formas de comunicacion. En ese contexto, dinamizado por la continua innovacion tecnologica, la publicidad ha cobrado un protagonismo propio, donde la formas narrativas audiovisuales evolucionan para crear contenidos que capten la atencion de los publicos objetivos. Mas alla de los fines comerciales, se ha desarrollado un ambito publicitario donde las tematicas sociales proponen campanas destinadas a generar cambios de actitudes en la poblacion. Estas propuestas plantean reflexiones en torno a temas de diverso interes comunitario, tales como la salud, la ecologia, la educacion, los derechos humanos, entre otros. Asimismo, han generado toda una serie de estrategias comunicacionales que plantean formas propias de crear, producir o emitir anuncios publicitarios que son destacables por sus propositos de interes comun y sus estrategias para la construccion discursiva. EnglishIn the last two centuries, human society went through radical changes in the way they communicates. Consequence of constantly technology innovation, adverstising became into a main character inside this invigorated context, where all the audiovisual narratives forms evolve to create messages that reach the target attention. But more than commercial objectives, the social message has been developed in order to change attitudes in the entire population on the ad campaigns. These social messages produce some positive thoughts around important issues in society such us health, ecology, education, human rights, etc. and also generated several communicational strategies that leads to their own way for creating, producing or printing/posting/airing advertising which are important and reknown because of its common interests and strategies for narrative construction.

Campaña "Atletas Olímpicos del Perú". Narrativa audiovisual en la publicidad social