The Use of Radio Advertorials in Spanish Radio Stations
DOI:
https://doi.org/10.5294/pacla.2019.22.3.7Palavras-chave:
Publicidade, publicidade de rádio, conteúdo do programa, conteúdo editorial, ética, jornalista, rádioResumo
El uso de publirreportajes de radio (RA) en emisoras de radio españolas
O uso de anúncios de rádio (RA) em estações de rádio espanholas
Os anúncios de rádio (AR) são mensagens publicitárias de longa duração relatadas por jornalistas, que imitam o conteúdo editorial e que são transmitidas nos programas. A partir da análise de sua presença, uso e características, observa-se que os jornalistas e responsáveis pelas emissoras de rádio na Espanha tendem a ser pouco rigorosos na aplicação dos códigos de conduta que regulam o uso desse recurso publicitário. Este trabalho concentra-se nesses princípios éticos e propõe uma matriz de variáveis, como fuso horário, categoria do produto, tipo de porta-voz, identificação do anunciante, formato e estilo do corpo do texto, através das quais é possível identificar práticas inadequadas na amostra em estudo. Os resultados mostram que os AR têm maior presença nos tempos de maior audiência e são realizados pelas personalidades do rádio de maior reconhecimento social. Da mesma forma, na maioria dos casos analisados, os AR são misturados com o conteúdo programático, sendo a entrevista o formato mais utilizado e informativo, o estilo de corpo de texto com mais presença.
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 Clave, 22(3), e2237. DOI: https://doi.org/10.5294/pacla.2019.22.3.7
Recibido: 25/02/2018
Aceptado: 21/09/2018
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