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Se propone analizar el contenido de la experiencia a la que alude frecuentemente el marketing experiencial. Con este objetivo, se presentan varias concepciones del término utilizadas en ciencias sociales y en la actividad publicitaria y, después de constatar que ésta se suele considerar o bien como un adyacente al consumo o bien como un añadido al producto, sin explicar cómo contribuye a la adhesión del consumidor al imaginario de marca, se propone adoptar un enfoque que considere la experiencia como un elemento constitutivo en relación con el producto y con el sujeto consumidor. Para ello, se aborda esta cuestión a partir principalmente de las contribuciones de J.W. Scott y W. Benjamin.The aim of this article is to analyze the content of the experience as it is referred in experiential marketing. With this purpose, we present some concepts of the term used in social sciences as well as in advertising. Since it is generally regarded either as an adjacent of consumption or an addition to the product, without explaining its contribution to the consumer´s adhesion to the brand imagery, we propose an approach that considers the experience as a constitutive element in relation to the product and to the consumer. To fulfil its aim, the present issue is primarily based on the contributions of J.W. Scott and W. Benjamin

El discurso sobre la "experiencia" en la "publicidad de la significación" ¿En qué consiste “tener” una experiencia?