Creación de una pieza audiovisual de inclusión social basada en el análisis de la dirección fotográfica en spots publicitarios emotivos del año 2016 - 2017

Abstract

The use of emotions in advertising is essential forthe consumer's brand engagement. The audiovisual advertisement, being a tool in commercial campaigns, faces the challenge of being able to effectively communicate that emotional message. Additional, the new technologiesand mass dissemination through social networks have allowed the increment of digital ad spending and its length. This research aimed to analyze photographic direction of emotional advertising spots in digital media at a national level in the period 2016 - 2017 as a strategy for the realization of an audiovisualpiece of social inclusion. Through the in-depth interview of experts in the area of marketing, advertising and audiovisual production, and the photographic analysis of three advertising spots; a guide of photographic elements used in current emotive audiovisual advertisements was structured. It was concluded that the short shots, the use of telephoto lenses and the hand-held camera allow to stand emotional features out and create the perception of the intimate viewer in the audience. The natural lighting, its lateral direction and thediffuse light maintain naturalness and expressiveness, while the temperature varies according to the intention. These parameters were incorporated into an audiovisual piece of social inclusion and, after exposure to experts anda general audience, it effectively communicated the message and the intention of the directors.