Análisis de contenido de spots publicitarios emitidos en el mes de diciembre de 2020 por Ecuavisa en el horario prime time y su adaptabilidad al contexto de la pandemia COVID – 19.

Abstract

This research seeks to identify the brands that in their television advertising campaigns under the format of spots transmitted in Guayaquil in the month of December 2020 by Ecuavisa channel in Prime-Time made the adaptation of its content to the social context of the Covid - 19 pandemic. Specifically, which brands decided to adapt to the new consumer reality and the changes in their consumption behaviors, which emerged in Ecuador from March 2020 because of the pandemic period. To recognize and analyze the contents of television advertising spots, we inquired about their audiovisual advertising narrative structure and their theoretical bases, which helped to understand what criteria of construction of the advertising narrative marked its adaptability to the special social contexts and if this really influences the persuasive capacity of the spot. The result revealed which were the narrative, informative, dramatic, and persuasive characteristics of the spots that were adapted to the new reality, which were their common characteristics and whether or not the adaptation to the new reality of the consumer can positively influence the purchase decision and its link with the brand.