Sistema Regional de Información
en línea para Revistas Científicas de América Latina,
el Caribe, España y Portugal

   

   

   

   

   

   

   

This paper, with the framework of Discourse Analysis, identifies and characterises the ethos of care in childhood that emerges in a corpus of audiovisual advertisements that circulated on Argentinian television during 2017 and 2019. It recognises the construction of an ethos of the counsellor that intervenes with recommendations about caring for children. We´ve saw that advertisements usually give advice through examples, hierarchies and fictional scenes in which the options taken by the characters are desirable or expected. In this positioning of the counsellor, in turn, can be recognised a certain displacement of meanings where care becomes in another action that the characters carry out within the complexity of everyday life.

It is proven that neuromarketing is an effective tool to improve certain sales strategies. Despite this statement, there are discussions about what the real limits of its effectiveness are and about how the methodology should be based on which the measurements that reflect the neural processes of the study subjects should be established. A specific area where neuromarketing strategies are uncleared and have less empirical validation by experiments published in scientific journals is in the film sector. This doubt about the potential incidence of neuromarketing in the film industry contrasts with the information disseminated by non-scientific channels regarding its effectiveness in controlling the decision-making processes of spectators through its products. Based on these communications, the spectator may be convinced that the film they are going to view, it has used neuromarketing strategies designed to affect them on a biological level, feeling more defenseless in the face of the film than if they had not been conditioned by this belief. This predisposition implies that the advertisement itself of having applied neuromarketing techniques for the design of the audiovisual works as a marketing action that conditions the spectator.

Review of the book Espectáculo, normalización y representaciones otras. Las personas transgénero en la prensa y el cine de Colombia y Venezuela