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dc.creatorFrutos-Torres, B. (Belinda) de-
dc.creatorSánchez-Valle, M. (María)-
dc.creatorVázquez-Barrio, T. (Tamara)-
dc.date.accessioned2013-03-12T12:34:26Z-
dc.date.available2013-03-12T12:34:26Z-
dc.date.issued2012-
dc.identifier.citationde FRUTOS TORRES, B.; SÁNCHEZ VALLE, M. y VÁZQUEZ BARRIO, T.., ""Empirical analysis of values on interactive advertisement aimed at a teenage audience "". Communication and Society/Comunicación y Sociedad, vol. XXV, n. 2, 2012, pp.175-202.es_ES
dc.identifier.issn2174-0895-
dc.identifier.urihttp://hdl.handle.net/10171/28118-
dc.description.abstractThis paper aims to examine the values reflected in Internet advertising. To achieve this, a content analysis which identifies the values reflected by advertisements on web sites targeting teenagers, has been performed. Analysis results show that the most frequent values are related to transgression, adventure, materialism, competitiveness and power. The study also reveals a relationship between the target audience and the type of values. Campaigns aimed at youth have a significant presence of transgression, adventure, materialism, power, competitiveness and personal success values, while campaigns aimed at both targets (adults and youth simultaneously) have a significant presence of normative values.es_ES
dc.language.isoenges_ES
dc.publisherServicio de Publicaciones de la Universidad de Navarraes_ES
dc.rightsinfo:eu-repo/semantics/openAccesses_ES
dc.subjectValueses_ES
dc.subjectAdvertising on Internetes_ES
dc.subjectSocializationes_ES
dc.subjectTeenagerses_ES
dc.titleEmpirical analysis of values on interactive advertisement aimed at a teenage audiencees_ES
dc.typeinfo:eu-repo/semantics/articlees_ES
dc.relation.publisherversionhttp://www.unav.es/fcom/comunicacionysociedad/es/resumen.php?art_id=425es_ES
dc.type.driverinfo:eu-repo/semantics/articlees_ES

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