Open AccessEl humor en la publicidad radiofónica. La marca de la Cadena SER a través de las promos de Ortega.
Author(s) -
Javier de Sola Pueyo,
Ana Segura Anaya,
Antonia Isabel Nogales Bocio
Publication year - 2021
Publication title -
ámbitos/ámbitos
Language(s) - English
Resource type - Journals
eISSN - 1988-5733
pISSN - 1139-1979
DOI - 10.12795/ambitos.2021.i51.02
Subject(s) - irony , promotion (chess) , advertising , context (archaeology) , creativity , sociology , art , media studies , psychology , political science , literature , social psychology , history , business , law , archaeology , politics
In times of reinvention, the need to find new ways to relate to their audiences is in radio stations. In this context of increasing advertising creativity in the audiovisual sector, humour carried to the absurd and irony are some of the resources detected with the SER Network has decided to promote itself. In last months of 2019, it has done so through the voice of Juan Carlos Ortega, comedian and presenter of the SER program “Las Noches de Ortega”. In this sense, this paper analyzes the bet of the PRISA media, the most listened to in Spain, to introduce new forms of communication with its audience in its self-promotion. The research, which combines quantitative and qualitative methodologies, determines the formal and content aspects that characterize these advertising spots, where humour, music and the active presence of listeners are fundamental. The brand image of the leading radio network is also affected by such practices that seek to influence the perception of the medium by its audience. As one of the conclusions of the research, it is possible to establish that this new form of radio self-promotion includes an explicit critique of the traditional formats of the radio wedge, which supposes a critical positioning from the audiovisual sector.