Publicidad institucional. Una necesaria reflexión a contracorriente

• Autores: Marcial García López
• Localización: Redes.com : revista de estudios para el desarrollo social de la Comunicación, ISSN 1696-2079, Nº. 4, 2007, págs. 291-306
• Idioma: español
• Enlaces
  • Texto completo (pdf)
• Dialnet Métricas: 6 Citas
• Resumen

  • This article raises a critical review of the principal approaches on the manners of making and understanding institutional advertising nowadays. The intention is to show how institutional ad - vertising, understood from these approaches, pilfers us the indispensable spaces of debate and participation we need to confront the problems and social challenges that affect us, in the meaning of a collective project. We suggest, in last term, a redefinition of the institutional advertising as a type of communication able to form spaces more opened and prepared for the social dialogue, in keeping with the democratic functioning, and based in a necessarily participatory model