Advertising for groups or advertising groups

Advertising is recognized as an efficient and credible mean of communication. Two major tools of this kind of communication are the message and the way it is transmitted. In this context, the characters in the ads play a significant role. In our work, we use the characterization of the characters to identify homogeneous groups of announcements. We analyse other features of the announcements, like their colours and the information that they send to the consumer, in order to establish differences among television announcements in Portugal.