The Use of Radio Advertorials in Spanish Radio Stations

Salvador Perelló-Oliver, Clara Muela-Molina

Resumen


El uso de publirreportajes de radio (RA) en emisoras de radio españolas

O uso de anúncios de rádio (RA) em estações de rádio espanholas

Radio advertorials (RA) son mensajes publicitarios de larga duración locutados por periodistas, que imitan el contenido editorial y se emiten dentro de los programas. A partir del análisis de su presencia, uso y características, se constata que los periodistas y responsables de las emisoras radiofónicas en España tienden a ser poco rigurosos en la aplicación de los códigos de conducta que regulan el uso de este recurso publicitario. Este trabajo se centra en esos principios éticos y propone una matriz de variables como franja horaria, categoría de producto, tipo de portavoz, identificación del anunciante, formato y estilo del cuerpo de texto, mediante las cuales se pueden identificar las prácticas inapropiadas en la muestra objeto de estudio. Los resultados muestran que RA tienen una mayor presencia en los horarios de mayor audiencia y son realizados por las personalidades radiofónicas de mayor reconocimiento social. Asimismo, en la mayoría de los casos analizados, RA se mezclan con el contenido programático siendo la entrevista el formato más utilizado y el informativo, el estilo del cuerpo de texto con más presencia.

Para citar este artículo / to reference this article / para citar este artigo

Parelló-Oliver, S. & Muela-Molina, C. (2019). The use of radio advertorials in Spanish radio stations. Palabra Clave22(3), e2237. DOI: https://doi.org/10.5294/pacla.2019.22.3.7

Recibido: 25/02/2018

Aceptado: 21/09/2018


Palabras clave


Publicidad; publicidad radiofónica; contenido de programa; contenido editorial; ética; periodista; radio

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DOI: https://doi.org/10.5294/pacla.2019.22.3.7

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