{"id":4036,"date":"2023-04-14T16:20:06","date_gmt":"2023-04-14T16:20:06","guid":{"rendered":"https:\/\/fcctp.usmp.edu.pe\/biblioteca\/?p=4036"},"modified":"2023-06-14T16:01:00","modified_gmt":"2023-06-14T16:01:00","slug":"generos-narrativos-audiovisuales-en-publicidad","status":"publish","type":"post","link":"https:\/\/fcctp.usmp.edu.pe\/biblioteca\/2023\/04\/14\/generos-narrativos-audiovisuales-en-publicidad\/","title":{"rendered":"G\u00e9neros narrativos audiovisuales en publicidad"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"4036\" class=\"elementor elementor-4036\">\n\t\t\t\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-5201cfc elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"5201cfc\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-8017db2\" data-id=\"8017db2\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-54b7464 elementor-widget elementor-widget-spacer\" data-id=\"54b7464\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.14.0 - 26-06-2023 *\/\n.elementor-column 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class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-22c857b elementor-widget elementor-widget-heading\" data-id=\"22c857b\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.14.0 - 26-06-2023 *\/\n.elementor-heading-title{padding:0;margin:0;line-height:1}.elementor-widget-heading .elementor-heading-title[class*=elementor-size-]>a{color:inherit;font-size:inherit;line-height:inherit}.elementor-widget-heading .elementor-heading-title.elementor-size-small{font-size:15px}.elementor-widget-heading .elementor-heading-title.elementor-size-medium{font-size:19px}.elementor-widget-heading .elementor-heading-title.elementor-size-large{font-size:29px}.elementor-widget-heading .elementor-heading-title.elementor-size-xl{font-size:39px}.elementor-widget-heading .elementor-heading-title.elementor-size-xxl{font-size:59px}<\/style><h2 class=\"elementor-heading-title elementor-size-default\">> Colecci\u00f3n: Ciencias de la Comunicaci\u00f3n\n<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3c6320a elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"3c6320a\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.14.0 - 26-06-2023 *\/\n.elementor-widget-divider{--divider-border-style:none;--divider-border-width:1px;--divider-color:#0c0d0e;--divider-icon-size:20px;--divider-element-spacing:10px;--divider-pattern-height:24px;--divider-pattern-size:20px;--divider-pattern-url:none;--divider-pattern-repeat:repeat-x}.elementor-widget-divider .elementor-divider{display:flex}.elementor-widget-divider .elementor-divider__text{font-size:15px;line-height:1;max-width:95%}.elementor-widget-divider .elementor-divider__element{margin:0 var(--divider-element-spacing);flex-shrink:0}.elementor-widget-divider .elementor-icon{font-size:var(--divider-icon-size)}.elementor-widget-divider .elementor-divider-separator{display:flex;margin:0;direction:ltr}.elementor-widget-divider--view-line_icon .elementor-divider-separator,.elementor-widget-divider--view-line_text .elementor-divider-separator{align-items:center}.elementor-widget-divider--view-line_icon .elementor-divider-separator:after,.elementor-widget-divider--view-line_icon .elementor-divider-separator:before,.elementor-widget-divider--view-line_text .elementor-divider-separator:after,.elementor-widget-divider--view-line_text .elementor-divider-separator:before{display:block;content:\"\";border-bottom:0;flex-grow:1;border-top:var(--divider-border-width) var(--divider-border-style) var(--divider-color)}.elementor-widget-divider--element-align-left .elementor-divider .elementor-divider-separator>.elementor-divider__svg:first-of-type{flex-grow:0;flex-shrink:100}.elementor-widget-divider--element-align-left .elementor-divider-separator:before{content:none}.elementor-widget-divider--element-align-left .elementor-divider__element{margin-left:0}.elementor-widget-divider--element-align-right .elementor-divider .elementor-divider-separator>.elementor-divider__svg:last-of-type{flex-grow:0;flex-shrink:100}.elementor-widget-divider--element-align-right .elementor-divider-separator:after{content:none}.elementor-widget-divider--element-align-right .elementor-divider__element{margin-right:0}.elementor-widget-divider:not(.elementor-widget-divider--view-line_text):not(.elementor-widget-divider--view-line_icon) .elementor-divider-separator{border-top:var(--divider-border-width) var(--divider-border-style) var(--divider-color)}.elementor-widget-divider--separator-type-pattern{--divider-border-style:none}.elementor-widget-divider--separator-type-pattern.elementor-widget-divider--view-line .elementor-divider-separator,.elementor-widget-divider--separator-type-pattern:not(.elementor-widget-divider--view-line) .elementor-divider-separator:after,.elementor-widget-divider--separator-type-pattern:not(.elementor-widget-divider--view-line) .elementor-divider-separator:before,.elementor-widget-divider--separator-type-pattern:not([class*=elementor-widget-divider--view]) .elementor-divider-separator{width:100%;min-height:var(--divider-pattern-height);-webkit-mask-size:var(--divider-pattern-size) 100%;mask-size:var(--divider-pattern-size) 100%;-webkit-mask-repeat:var(--divider-pattern-repeat);mask-repeat:var(--divider-pattern-repeat);background-color:var(--divider-color);-webkit-mask-image:var(--divider-pattern-url);mask-image:var(--divider-pattern-url)}.elementor-widget-divider--no-spacing{--divider-pattern-size:auto}.elementor-widget-divider--bg-round{--divider-pattern-repeat:round}.rtl .elementor-widget-divider .elementor-divider__text{direction:rtl}.e-con-inner>.elementor-widget-divider,.e-con>.elementor-widget-divider{width:var(--container-widget-width,100%);--flex-grow:var(--container-widget-flex-grow)}<\/style>\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-99ac757 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"99ac757\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-c638a3d\" data-id=\"c638a3d\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-20affcc elementor-widget elementor-widget-heading\" data-id=\"20affcc\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">G\u00e9neros narrativos audiovisuales en publicidad <\/h1>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-22e94e1 elementor-widget elementor-widget-heading\" data-id=\"22e94e1\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\"><b>Autores:<\/b> Fern\u00e1ndez G\u00f3mez, Jorge David ; Rubio-Hern\u00e1ndez, Mar\u00eda del Mar <br>\n<b>A\u00f1o:<\/b> 2019<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-943b235\" data-id=\"943b235\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-5764c6f elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"5764c6f\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-1aa4768\" data-id=\"1aa4768\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-0ae6d6b elementor-widget elementor-widget-image\" data-id=\"0ae6d6b\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.14.0 - 26-06-2023 *\/\n.elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=\".svg\"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block}<\/style>\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"205\" height=\"300\" src=\"https:\/\/fcctp.usmp.edu.pe\/biblioteca\/wp-content\/uploads\/2023\/04\/Generos-narrativos-audiovisuales-en-publicidad-205x300.jpg\" class=\"attachment-medium size-medium wp-image-4037\" alt=\"\" srcset=\"https:\/\/fcctp.usmp.edu.pe\/biblioteca\/wp-content\/uploads\/2023\/04\/Generos-narrativos-audiovisuales-en-publicidad-205x300.jpg 205w, https:\/\/fcctp.usmp.edu.pe\/biblioteca\/wp-content\/uploads\/2023\/04\/Generos-narrativos-audiovisuales-en-publicidad.jpg 229w\" sizes=\"auto, (max-width: 205px) 100vw, 205px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d1370a4 elementor-widget elementor-widget-heading\" data-id=\"d1370a4\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">* Libro en formato impreso<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fb1144e elementor-widget elementor-widget-spacer\" data-id=\"fb1144e\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-5945fc1\" data-id=\"5945fc1\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-553b40a elementor-widget elementor-widget-text-editor\" data-id=\"553b40a\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.14.0 - 26-06-2023 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p><strong>Resumen<\/strong>: G\u00e9neros narrativos audiovisuales en publicidad se configura como una panor\u00e1mica por los g\u00e9neros que tienen mayor presencia en publicidad: comedia, drama, er\u00f3tico, ciencia ficci\u00f3n, terror y musical. En \u00e9l se repasan las marcas m\u00e1s acusadas de cada g\u00e9nero, se traza un recorrido hist\u00f3rico por los principales hitos de dicho g\u00e9nero y se propone un an\u00e1lisis concreto de su presencia en el discurso publicitario. De esta forma, cada cap\u00edtulo proporciona una gu\u00eda de aplicaci\u00f3n de un g\u00e9nero concreto. La premisa de este libro es la idoneidad de los g\u00e9neros narrativos audiovisuales para concebir mensajes publicitarios. En efecto, a modo de soluci\u00f3n creativa est\u00e1n a disposici\u00f3n de creativos, planners, brand managers, publicitarios en general y cualquier profesional o aficionado a la cultura audiovisual. Decimos soluciones porque indudablemente se trata de recursos que proporcionan una base al relato dot\u00e1ndole de tipolog\u00edas de personajes, tem\u00e1ticas o escenarios, confiriendo intensidad o densidad en funci\u00f3n de las necesidades de dicho relato. En definitiva, es una palanca muy valiosa para la creatividad publicitaria, ya sea como fuente de inspiraci\u00f3n para concebir un concepto creativo, como tono o atm\u00f3sfera \u00f3ptima de una pieza publicitaria o como desarrollo narrativo para un contenido de marca. En definitiva, es prop\u00f3sito de es.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-c913c98 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"c913c98\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-57690fb\" data-id=\"57690fb\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-3a45974 elementor-widget elementor-widget-text-editor\" data-id=\"3a45974\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Solicitar el libro con este c\u00f3digo: <strong>659.148 G286<\/strong> \u00a0 \u00a0\u00a0<strong>\u00a0<\/strong><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3a9328a elementor-align-center elementor-widget elementor-widget-button\" data-id=\"3a9328a\" data-element_type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"http:\/\/fcctp.usmp.edu.pe\/biblioteca\/formulario-reservas\/\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t<span class=\"elementor-button-text\">Reserva aqu\u00ed<\/span>\n\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-59f3a2b elementor-widget elementor-widget-spacer\" data-id=\"59f3a2b\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>&gt; Colecci\u00f3n: Ciencias de la Comunicaci\u00f3n G\u00e9neros narrativos audiovisuales en publicidad Autores: Fern\u00e1ndez G\u00f3mez, Jorge David ; Rubio-Hern\u00e1ndez, Mar\u00eda del Mar A\u00f1o: 2019 * Libro en formato impreso Resumen: G\u00e9neros &#8230; <a title=\"G\u00e9neros narrativos audiovisuales en publicidad\" class=\"read-more\" href=\"https:\/\/fcctp.usmp.edu.pe\/biblioteca\/2023\/04\/14\/generos-narrativos-audiovisuales-en-publicidad\/\" aria-label=\"M\u00e1s en G\u00e9neros narrativos audiovisuales en publicidad\">Leer m\u00e1s<\/a><\/p>\n","protected":false},"author":2,"featured_media":6551,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"elementor_header_footer","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[],"class_list":["post-4036","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-comunicaciones"],"_links":{"self":[{"href":"https:\/\/fcctp.usmp.edu.pe\/biblioteca\/wp-json\/wp\/v2\/posts\/4036","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/fcctp.usmp.edu.pe\/biblioteca\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/fcctp.usmp.edu.pe\/biblioteca\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/fcctp.usmp.edu.pe\/biblioteca\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/fcctp.usmp.edu.pe\/biblioteca\/wp-json\/wp\/v2\/comments?post=4036"}],"version-history":[{"count":24,"href":"https:\/\/fcctp.usmp.edu.pe\/biblioteca\/wp-json\/wp\/v2\/posts\/4036\/revisions"}],"predecessor-version":[{"id":6552,"href":"https:\/\/fcctp.usmp.edu.pe\/biblioteca\/wp-json\/wp\/v2\/posts\/4036\/revisions\/6552"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/fcctp.usmp.edu.pe\/biblioteca\/wp-json\/wp\/v2\/media\/6551"}],"wp:attachment":[{"href":"https:\/\/fcctp.usmp.edu.pe\/biblioteca\/wp-json\/wp\/v2\/media?parent=4036"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/fcctp.usmp.edu.pe\/biblioteca\/wp-json\/wp\/v2\/categories?post=4036"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/fcctp.usmp.edu.pe\/biblioteca\/wp-json\/wp\/v2\/tags?post=4036"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}