{"id":6823,"date":"2019-02-04T11:34:54","date_gmt":"2019-02-04T17:34:54","guid":{"rendered":"https:\/\/comunicacion.uaa.mx\/revista\/?p=6823"},"modified":"2019-02-07T16:04:14","modified_gmt":"2019-02-07T22:04:14","slug":"la-publicidad-en-la-era-de-la-controversia","status":"publish","type":"post","link":"https:\/\/comunicacion.uaa.mx\/revista\/?p=6823","title":{"rendered":"La Publicidad en la era de la Controversia"},"content":{"rendered":"<p style=\"text-align: justify;\"><span style=\"font-size: 12pt;\">La publicidad est\u00e1 en constante evoluci\u00f3n. Buscando c\u00f3mo mantenerse relevante con mensajes cada vez m\u00e1s ingeniosos y llamativos. Mensajes que sin necesidad de darles mil vueltas conectaban con el inter\u00e9s de la audiencia. Mensajes que, inconscientemente, te hac\u00edan parte de alguna campa\u00f1a de la que apenas conoc\u00edas el nombre. Ideas que te hac\u00edan partidista de alguna agenda pol\u00edtica, e im\u00e1genes que inmediatamente relacionar\u00edas a algo positivo, o negativo. Un control equilibrado que no supon\u00eda un gran reto para las grandes marcas.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-size: 12pt;\">El cambio real lleg\u00f3 con la transici\u00f3n a la era digital. La informaci\u00f3n ya estaba al acceso de todos, cosa que en teor\u00eda, supondr\u00eda un gran beneficio para las marcas, pero que en la pr\u00e1ctica encontrar\u00eda una oposici\u00f3n m\u00e1s grande, al no poder limitar su mensaje a un p\u00fablico meta: Una l\u00ednea que queda diluida cuando alguien puede tomarse un minuto para hacer una b\u00fasqueda y escuchar tu mensaje.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-size: 12pt;\">El bombardeo de informaci\u00f3n, sin ning\u00fan tipo de filtro, supone no s\u00f3lo un gran alcance, sino una enorme posibilidad de que el mensaje se malinterprete. Generando una ola de cr\u00edticas desde las plataformas sociales, exigiendo alg\u00fan tipo de boicot ante una empresa que no es sensible a la crisis posmoderna.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-size: 12pt;\">Es una \u00e9poca donde todos est\u00e1n a la defensiva, enemistados con cualquier opini\u00f3n. Es una \u00e9poca donde una marca no puede hacer un mensaje universal, pero tampoco limitarse al anonimato. Estamos repitiendo las costumbres de siglos pasados, disfrazando la privaci\u00f3n y la autocensura con ideolog\u00edas libertarias y de progreso. Y s\u00ed, la misma marca puede aprovechar la controversia que se genera para ponerse en los tops de b\u00fasqueda en google, pero, al final, no hace m\u00e1s que evidenciar lo complicado que es crear contenido \u2014no todos tienen millones para cometer errores\u2014, y lo tr\u00e1gico de tener una opini\u00f3n.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-size: 12pt;\">Es una era donde todo debe ser corregido, y \u201ctodo\u201d somos \u201cnosotros\u201d<\/span><\/p>\n<div class=\"likebtn_container\" style=\"\"><!-- LikeBtn.com BEGIN --><span class=\"likebtn-wrapper\"  data-identifier=\"post_6823\"  data-lang=\"es\"  data-style=\"\"  data-unlike_allowed=\"\"  data-show_copyright=\"\"  data-item_url=\"https:\/\/comunicacion.uaa.mx\/revista\/?p=6823\"  data-item_title=\"La Publicidad en la era de la Controversia\"  data-item_image=\"https:\/\/comunicacion.uaa.mx\/revista\/wp-content\/uploads\/2019\/01\/Art\u00edculo-34-Publicidad-1024x681.jpg\"  data-item_date=\"2019-02-04T11:34:54-06:00\"  data-engine=\"WordPress\"  data-plugin_v=\"2.6.64\"  data-event_handler=\"likebtn_eh\" ><\/span><!-- LikeBtn.com END --><\/div>","protected":false},"excerpt":{"rendered":"<p>La publicidad est&aacute; en constante evoluci&oacute;n. Buscando c&oacute;mo mantenerse relevante con mensajes cada vez m&aacute;s ingeniosos y llamativos. Mensajes que sin necesidad de darles mil vueltas conectaban con el inter&eacute;s de la audiencia. Mensajes que, inconscientemente, te hac&iacute;an parte de alguna campa&ntilde;a de la que apenas conoc&iacute;as el nombre. Ideas que te hac&iacute;an partidista de&#8230;<\/p>\n<div class=\"likebtn_container\" style=\"\"><!-- LikeBtn.com BEGIN --><span class=\"likebtn-wrapper\"  data-identifier=\"post_6823\"  data-lang=\"es\"  data-style=\"\"  data-unlike_allowed=\"\"  data-show_copyright=\"\"  data-item_url=\"https:\/\/comunicacion.uaa.mx\/revista\/?p=6823\"  data-item_title=\"La Publicidad en la era de la Controversia\"  data-item_image=\"https:\/\/comunicacion.uaa.mx\/revista\/wp-content\/uploads\/2019\/01\/Art\u00edculo-34-Publicidad-1024x681.jpg\"  data-item_date=\"2019-02-04T11:34:54-06:00\"  data-engine=\"WordPress\"  data-plugin_v=\"2.6.64\"  data-event_handler=\"likebtn_eh\" ><\/span><!-- LikeBtn.com END --><\/div>","protected":false},"author":88,"featured_media":6824,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_kad_post_transparent":"","_kad_post_title":"","_kad_post_layout":"","_kad_post_sidebar_id":"","_kad_post_content_style":"","_kad_post_vertical_padding":"","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false,"_kad_post_classname":"","footnotes":""},"categories":[5],"tags":[1488,1487,891,1486,1485],"class_list":["post-6823","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-opinion","tag-correccion-politica","tag-digitalismo","tag-mercadotecnia","tag-posmodernidad","tag-publicidad"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>La Publicidad en la era de la Controversia - Noticias<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/comunicacion.uaa.mx\/revista\/?p=6823\" \/>\n<meta property=\"og:locale\" content=\"es_MX\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La Publicidad en la era de la Controversia - Noticias\" \/>\n<meta property=\"og:description\" content=\"La publicidad est&aacute; en constante evoluci&oacute;n. Buscando c&oacute;mo mantenerse relevante con mensajes cada vez m&aacute;s ingeniosos y llamativos. Mensajes que sin necesidad de darles mil vueltas conectaban con el inter&eacute;s de la audiencia. Mensajes que, inconscientemente, te hac&iacute;an parte de alguna campa&ntilde;a de la que apenas conoc&iacute;as el nombre. 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