Resumen de Publicidad y Docencia: Las estrategias publicitarias como herramientas didácticas
Belén Ramírez Barredo, María del Valle de Moya Martínez
Communication is the medium used in teaching for the transmission of knowledge (competences, knowledge, skills and abilities). In this sense, teaching shares with advertising the desire to build or modify attitudes, offer values and lifestyles. The objectives of this study are to identify the communication actions or variables integrated in successful advertising campaigns and to examine whether these resources can be used in the classroom in order to reinforce the effectiveness of the transmission of knowledge. The work follows a mixed methodological design. On the one hand, a model of analysis by categories is presented, taking as a reference the criteria of the Jury of the Advertising Effectiveness Awards and their relationship with the parameters used by the Advertising Effectiveness Awards. On the other hand, an ad hoc questionnaire (Valuation of.
Effectiveness Award Advertisements, VAPE) to assess the impact on university students of the advertisements awarded with this distinction in the last five years. The study concludes that the adaptation and creative integration of advertising language, its communication strategies and its eminently persuasive purpose are likely to increase the effectiveness of message transmission, inviting reflection and transforming classrooms into creative spaces for communication.
