Metadatos. Revista Latina de Comunicacion Social, 72, 2017.
Revista Latina

Metadata - 2018

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<title>RLCS, Revista Latina de Comunicacion Social</title>
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<meta name="DC.title" content="The use of pseudoscience and experimentation as a persuasive resource in new advertising communication trends">
<meta name="DC.creator.personalName" content="B Moreno López"/>
<meta name="DC.contributor.editor" content="JM de-Pablos-Coello"/>
<meta name="DC.contributor.address" content="jpablos@ull.es"/>
<meta name="DC.Date.availableated"lang="en" scheme="iso8601" content="2018"/>
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<meta name="digital objet identifier, DOI" content="10.4185/RLCS-2017-1315en"/>
<meta name="DC.Description" lang="en" content="Revista Latina de Comunicacion Social, RLCS, is a scientific journal edited at the University of La Laguna, ULL (Tenerife, Canary Islands) in the Laboratory of Information Technologies and New Analysis of Communication, LATINA according to its initials in Spanish, founded in 1987 by Dr. José Manuel de-Pablos-Coello, under the protection of special doctorate programmes for Latin American professors. The journal publishes under the main summary almost exclusively research papers written following the formula IMR&DC+B: introduction, methodology, results and discussion plus conclusion, with a updated bibliography: at least 70% of the bibliographic entries must be from the past 10 years and half of them from scientific journals in Spanish and English languages. Reviewers make a double blind peer examination. This is a collective and inter-university project, including many professors and researchers from almost all Spanish and Portuguese speaking countries. The journal is the following databases: SCOPUS, EBSCO (USA), DOAJ (Lund University, Sweden), Redalyc (Mexico), Dialnet (Spain); and is indexed by the CINDOC-CSIC in DICE, ISOC, RESH, Office of Latin American Education, OEI according to its initials in Spanish; Dulcinea... and at 2011, in Scopus. In Spain the journal is a reference in the Directory of Index of Spanish Periodicals of Social and Communication Sciences, IN-RECS, of the University of Granada, UGR. RLCS occupies the first position in the cumulative index for the periods 2003-2007; 2004-2008, 2005-2009 and the years 2008. 2009 and 2010. For the fourth consecutive year, in 2011 RLCS was positioned in the top quartile of the Impact Factor Index of the Spanish Journals of Communication (In RECS). Included in the top 100 of journals in Google Scholar's Spanish language, years 2014, 2013 and 2012. In 2015, in the position 25 of the scientific journalss in Spanish Languages more mentioned, according to Google Scholar Metrics, GSM, and for the second consecutive year (2013, 2014) in the first cuartil (Q1) of the journals of Social Communication, of agreement to the international ranking based on GSM that realizes the University of Granada."/>
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<meta name="DC.description.abstract" content=" ABSTRACT: Over the years, advertising communication has sought to use creativity to differentiate products and brands; using all possible resources available and with no hesitation in absorbing techniques and methods from different disciplines for the symbolic creation of values and perceptions. With the technological changes and developments in the last 15 years, advertising communication has evolved substantially to adapt to the new media arising in the digital environment. Thus not only the media have transformed but, consubstantially, the means of communicating, objectives and ways have evolved. This scenario has led to the emergence of various, apparently antagonistic, advertising trends. We can see the rise in new vintage trends that recover what is artisan and handmade, while campaigns are developed with increasingly technological applications (bots and new artificial intelligence, for example). These include a great tendency towards scientific and pseudoscientific justification. This not only involves applying neuromarketing to sales environments, but rather recovering old product demonstrations with brand values or understanding the insights applied to a creative concept. Advertising creativity recovered old psychological experiments used in the ‘60s and ‘70s, such as the marshmallow experiment, applying them to new creative proposals in special actions. In this way, psychological and sociological advertising experiments find a new way of using the product “demonstration”, or a “scientific” argument for the purchase, creating a brand image or promoting a change in attitude. This text analyses the most representative examples of this recently extended practice in order to analyze their characteristics, conceptualization and audiovisual production, so as to better understand the mechanisms used by the advertising sector to persuade and convince about certain changes in attitude."/>
<meta name="DC.Description.tableOfContents" lang="en"/>
<meta name="DC.keywords" content="Keywords: Creativity; advertising, pseudoscience; sociological experiment; viral advertising; experiential advertising."/>
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<meta name="DC.publisher.corporateName" content="Universidad de La Laguna (Tenerife, Islas Canarias). LAboratorio de Tecnologías de la Informacion y Nuevos Análisis de Comunicacion, LATINA"/>
<meta name="DC.date.issued" content="2018"/>
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<meta name="DC.identifier content="http://www.revistalatinacs.org/073paper/1315/75en.html"/>
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<meta name="DC.relation.isPartOf" content="1138-5820" scheme="ISSN"/>
<meta name="DC.rights"content="Universidad de La Laguna (Tenerife, Islas Canarias). LAboratorio de Tecnologías de la Informacion y Nuevos Análisis de Comunicacion, LATINA"/>
<meta name="DC.TERMS.bibliographicCitation" content="B Moreno López (2018): “The use of pseudoscience and experimentation as a persuasive resource in new advertising communication trends”. Revista Latina de Comunicación Social, 73, pp. 1428 a 1443.
http://www.revistalatinacs.org/073paper/1315/74en.html
DOI: 10.4185/RLCS-2017-1315en"/>