Multimodal analysis of advertising discourse during the lockdown due to COVID-19: Comparison of the communication strategies of financial services and automotive products in Spain
Article Sidebar
326)
Main Article Content
Authors
Abstract
467
The goal of the following text is to analyze the changes in television advertising in the banking and automobile sectors, according to the social context. The hypothesis is that communication is significantly influenced by the situational context, causing differences between the advertising of the two sectors. A multimodal discourse analysis is used, comparing twenty commercials from the banking and automobile sectors in 2019 and 2020, the period during which the lockdown due to COVID-19 took place. Based on a qualitative and quantitative analysis tables were developed with which to analyze general data such as the value proposition or target audience of the advert, or other special data like the text (verb tenses, rhetorical figures…), the image and the sound used. The fact that context is decisive in communication is made evident, and since this is different in every sector, the communication strategy is clearly different as well. However, the points that the two sectors have in common are remarkable: these range from talking about brands and products, to speaking for and about people.
Keywords
References
Acaso, M. (2012). El lenguaje visual. Barcelona: Paidós.
Anon. (2019) ¿Por qué 8 de cada 10 españoles ya usan la banca online? El Mundo. Retrieved from https://www.elmundo.es/economia/ahorro-y-consumo/2019/06/21/5d0d0fd421efa0065e8b464c.html
Anon. (2020). # QuédateEnCasa, la nueva campaña de la Comunidad de Madrid para evitar más contagios”. El Independiente. Retrieved from https://www.elindependiente.com/vida-sana/2020/03/12/quedateencasa-la-nueva-campana-de-la-comunidad-de-madrid-para-evitar-mas-contagios/
Barthes, R. (1985). La aventura semiológica. Barcelona: Paidós.
Caballero, L. (2015). Por qué nos gusta que los móviles (y robots) nos hablen con voz de mujer. El Confidencial. Retrieved from https://www.elconfidencial.com/tecnologia/2015-11-06/por-que-preferimos-que-our-smartphone-y-los-robots-nos-tellón-con-voz-de-mujer_1085434/
Calsamiglia-Blancafort, H . & Tusón, A. (2007). Las cosas del decir: Manual de análisis del discurso. Barcelona: Ariel.
Cordero, P. (2020). El mercado del automóvil toca suelo: en todo abril se matricularon los mismos coches que antes en un día. El País. Retrieved from https://elpais.com/economia/2020-05-04/los-concesionarios-preparan-el-deconfinamiento-tras-perder-un-95-de-ventas-en-abril.html
Costa-Sánchez, C. & López-García, X. (2020) Comunicación y crisis del coronavirus en España. Primeras lecciones. El profesional de la información. Retrieved from http://www.elprofesionaldelainformacion.com/contenidos/2020/may/costa-lopez.pdf
Macro data (2020) España – matriculaciones de vehículos nuevos. Expansión / Datos macro. Retrieved from https://datosmacro.expansion.com/negocios/matriclaciones-vehiculos/espana?anio=2019
Deloitte (2020). Camino hacia la recuperación: Perspectivas sobre el comportamiento del consumidor. Deloitte. Retrieved from https://www2.deloitte.com/content/dam/Deloitte/es/Documents/bienes-consumo-distribucion-hosteleria/Deloitte-ES-consumer-perspectivas-comportamiento-consumidor.pdf
Domingo, E ., Farache, L. & Urra, J. (2020) Las prioridades en la vida de los españoles. Instituto de Conocimiento Mar de Fondo, ES_19015 V1 (PDF). Retrieved from https://mardefondo.es/las-prioridades-en-la-vida-de-los-espanoles/
Domínguez, S. (2020). ¿Será 2021 el año de asentamiento definitivo de la banca online? Nueva Tribuna. Retrieved from https://www.nuevatribuna.es/articulo/varios/sera-2021-ano-aselaje-definitivo-banca-online/20201001115318179690.html
Dooley, R. (2019). Emotional Ads Work Best. Neuroscience Marketing. Retrieved from https://www.neurosciencemarketing.com/blog/articles/emotional-ads-work-best.htm#sthash.yu8l31Jn.dpuf
García-García, F. (2007) Una retórica de la publicidad: de la naturaleza inventiva a la verdad metafórica. Thinking Advertising, (I)2, 167-182.
Garrido-Martín, Á. (2016). Enseñar Lengua desde la pragmática: las intenciones comunicativas. Doctoral Thesis. Universidad Autónoma de Madrid. Retrieved from https://repositorio.uam.es/bitstream/handle/10486/680945/garrido_martin_alex_tfm.pdf?sequence=1&isAllowed=y
Gonzalo, Á. (2020). La banca recortará sus ganancias un 5% si el COVID-19 dura tres meses. Cinco Días. El País. Retrieved from https://cincodias.elpais.com/cincodias/2020/03/18/companias/1584560361_183065.html
Guardiola, E. (2016). Marketing emocional: el poder de las emociones. Serendipia. Retrieved from https://www.eliaguardiola.com/marketing-emocional-el-poder-de-las-emociones.html
Gutiérrez, M. & García, J. L (2015). La comunicación emocional, una necesidad para una sociedad en crisis. Sevilla: Universidad de Sevilla. Retrieved from https://idus.us.es/bitstream/handle/11441/48255/CIECE_36.pdf?sequence=1&isAllowed=y
Hernández, Ó. (2011). La semiótica musical como herramienta para el estudio social de la música. (7)1. Bogotá. (PDF) Retrieved from https://dialnet.unirioja.es/servlet/articulo?codigo=3890435
Hussain-Fahmi, N. (2018). Insights into CDA: Socio-cognitive Cultural Approach. International Journal of English Linguistics, (8)2, 115-132.
Kotler, P. & Armstrong, G. (2013). Manual de fundamentos de marketing. México: Pearson Education.
Linares-Bosch, M. (2013). Connotaciones de la música y la imagen. Sonido Extradiegético. Retrieved from https://sonidoextradiegetico.blogs.upv.es/p1-15-connotaciones-de-la-musica-y-la-imagen/
López-Paredes, M. (2018). El Discurso Publicitario: análisis histórico y su acercamiento a espacios digitales. Pontificia Universidad Católica de Ecuador. Retrieved from https://www.researchgate.net/publication/324705697_El_Discurso_Publicitario_analisis_historico_y_su_acercamiento_a_espacios_digitales
Luna, A. & Molina, J. (2020). Estas son las crisis que afectarán a la banca en 2020 (y cómo afrontarlas). El Confidencial. Retrieved from https://www.elconfidencial.com/empresas/2020-04-17/crisis-banca-2020-como-afrontarla_2550375/ (last access: 01/04/2021)
Macdonell, D. (1986). Theories of Discourse: an introduction. Oxford: Blackwell. Review in Poetics Today, (8)1, (1987), 189-192. https://doi.org/10.2307/1773010
Marín-Corbí, F. (2005). Figuras, gesto, afecto y retórica en la música. Retrieved from https://ifc.dpz.es/recursos/publicaciones/28/30/02marin.pdf
Martínez-Bouza, J. (2019). La Banca Electrónica en España: evolución y estado de la cuestión. Universidad Da Coruña. Retrieved from https://ruc.udc.es/dspace/bitstream/handle/2183/23841/MartinezBouza_Jessica_TFM_2019%5B1%5D.pdf?sequence=2&isAllowed=y
Martínez-Rodrigo, E. (2015). La publicidad emocional de Campofrío como Trending Topic. Universidad de Granada. Retrieved from https://www.researchgate.net/publication/309837359_La_Publicidad_emocional_de_Campofrio_como_Trending_Topic?enrichId=rgreq-95e1ad664d0e0ce88d05edd43803646e-XXX&enrichSource=Y292ZXJQYWdlOzMwOTgzNzM1OttBUzo0MjY5MjQ2NzA0OTI2NzNAMTQ3Odc5ODE4MTUwMA==&el=1_x_3&_esc=publicationCoverPdf
O’Hagan, J. (2020). Las empresas de moda y publicidad se actualizan y sirven a la lucha contra la pandemia. Euronews. Retrieved from https://es.euronews.com/2020/04/29/las-empresas-de-carga-moda-y-publicidad-se-actualizan-y-sirven-a-la-lucha-contra-la-pandem
Otaola, C. (1989). El análisis del discurso. Introducción teórica. UNED, 81-97. Retrieved from http://revistas.uned.es/index.php/EPOS/article/viewFile/9656/9202
Villagrán-Fernández, M. (2003). Visualizando la música: la imagen en la canción. Metropolitan Autonomous University (PDF). Retrieved from http://www.agifreu.com/docencia/lectures_obligatories/visualizando_la_musica.doc
Details
Article Details
RIGHTS TRANSFER
By submitting the article for evaluation and subsequent publication in Communication & Society, the AUTHOR exclusively assigns the rights of public communication, reproduction, distribution and sale for commercial exploitation to the University of Navarra through its Publications Service, for the maximum legal term in force -the entire life of the author and seventy years after his death or declaration of death-, in any country, and in any of the current and future edition modalities, both in print and electronic versions.
In the event that the article is not accepted for publication , this transfer of rights lapses with the communication of the refusal to the AUTHOR.
The AUTHOR affirms that the article is unpublished, that it has not been sent simultaneously to another publication medium and that the rights have not been transferred exclusively previously. He is responsible to the University of Navarra through its Publications Service for the authorship and originality of his work, as well as for all pecuniary charges that may arise for the University of Navarra through its Publications Service, in favor of third parties due to actions, claims or conflicts arising from the breach of obligations by the AUTHOR.
