{"id":"https://openalex.org/W1584978413","doi":"https://doi.org/10.32466/eufv-cyh.2010.6.123.43-63","title":"La evoluci\u00f3n del discurso racional al discurso emocional en El Sol. El Festival Iberoamericano de la Comunicaci\u00f3n Publicitaria (1988-1998-2008).","display_name":"La evoluci\u00f3n del discurso racional al discurso emocional en El Sol. El Festival Iberoamericano de la Comunicaci\u00f3n Publicitaria (1988-1998-2008).","publication_year":2010,"publication_date":"2010-11-15","ids":{"openalex":"https://openalex.org/W1584978413","doi":"https://doi.org/10.32466/eufv-cyh.2010.6.123.43-63","mag":"1584978413"},"language":"es","primary_location":{"id":"doi:10.32466/eufv-cyh.2010.6.123.43-63","doi":"https://doi.org/10.32466/eufv-cyh.2010.6.123.43-63","is_oa":true,"landing_page_url":"https://doi.org/10.32466/eufv-cyh.2010.6.123.43-63","pdf_url":null,"source":{"id":"https://openalex.org/S4210186982","display_name":"Comunicaci\u00f3n y Hombre","issn_l":"1885-365X","issn":["1885-365X","1885-9542"],"is_oa":true,"is_in_doaj":true,"is_core":false,"listed_in":["anvur-scientific","ddh","doaj","erih-plus","fecyt-seal","latindex","poland-20","russia-white-list-4"],"host_organization":"https://openalex.org/P4310321922","host_organization_name":"Universidad Francisco de Vitoria","host_organization_lineage":["https://openalex.org/P4310321922"],"host_organization_lineage_names":["Universidad Francisco de Vitoria"],"type":"journal"},"license":"cc-by-nc-nd","license_id":"https://openalex.org/licenses/cc-by-nc-nd","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Comunicaci\u00f3n y Hombre","raw_type":"journal-article"},"volume":null,"type":"article","indexed_in":["crossref","doaj"],"open_access":{"is_oa":true,"oa_status":"diamond","oa_url":"https://doi.org/10.32466/eufv-cyh.2010.6.123.43-63","any_repository_has_fulltext":true},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5082025851","display_name":"Rafael L\u00f3pez Lita","orcid":null,"observed_orcids":[]},"institutions":[],"countries":[],"is_corresponding":true,"raw_author_name":"Rafael L\u00f3pez Lita","raw_affiliation_strings":[],"raw_orcid":null,"affiliations":[]}],"institutions":[],"countries_distinct_count":0,"institutions_distinct_count":0,"corresponding_author_ids":["https://openalex.org/A5082025851"],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":2.1825,"has_fulltext":false,"cited_by_count":8,"citation_normalized_percentile":{"value":0.90900525,"is_in_top_1_percent":false,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":88,"max":96},"biblio":{"volume":null,"issue":"6","first_page":"43","last_page":"63"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T13496","display_name":"Advertising and Communication Studies","score":0.9897000193595886,"subfield":{"id":"https://openalex.org/subfields/3315","display_name":"Communication"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T13496","display_name":"Advertising and Communication Studies","score":0.9897000193595886,"subfield":{"id":"https://openalex.org/subfields/3315","display_name":"Communication"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.008899999782443047,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T12908","display_name":"Media, Gender, and Advertising","score":0.0005000000237487257,"subfield":{"id":"https://openalex.org/subfields/3318","display_name":"Gender Studies"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/advertising-discourse","display_name":"advertising discourse","score":0.7110000252723694},{"id":"https://openalex.org/keywords/emotional-advertising","display_name":"emotional advertising","score":0.6700000166893005},{"id":"https://openalex.org/keywords/rational-advertising","display_name":"rational advertising","score":0.8109999895095825},{"id":"https://openalex.org/keywords/advertising-festivals","display_name":"advertising festivals","score":0.8230000138282776},{"id":"https://openalex.org/keywords/advertising-communication","display_name":"advertising communication","score":0.6019999980926514},{"id":"https://openalex.org/keywords/brand-communication","display_name":"brand communication","score":0.7950000166893005}],"concepts":[{"id":"https://openalex.org/C15708023","wikidata":"https://www.wikidata.org/wiki/Q80083","display_name":"Humanities","level":1,"score":0.8101009726524353},{"id":"https://openalex.org/C142362112","wikidata":"https://www.wikidata.org/wiki/Q735","display_name":"Art","level":0,"score":0.4439714252948761},{"id":"https://openalex.org/C138885662","wikidata":"https://www.wikidata.org/wiki/Q5891","display_name":"Philosophy","level":0,"score":0.4327693283557892}],"mesh":[],"locations_count":3,"locations":[{"id":"doi:10.32466/eufv-cyh.2010.6.123.43-63","doi":"https://doi.org/10.32466/eufv-cyh.2010.6.123.43-63","is_oa":true,"landing_page_url":"https://doi.org/10.32466/eufv-cyh.2010.6.123.43-63","pdf_url":null,"source":{"id":"https://openalex.org/S4210186982","display_name":"Comunicaci\u00f3n y Hombre","issn_l":"1885-365X","issn":["1885-365X","1885-9542"],"is_oa":true,"is_in_doaj":true,"is_core":false,"listed_in":["anvur-scientific","ddh","doaj","erih-plus","fecyt-seal","latindex","poland-20","russia-white-list-4"],"host_organization":"https://openalex.org/P4310321922","host_organization_name":"Universidad Francisco de Vitoria","host_organization_lineage":["https://openalex.org/P4310321922"],"host_organization_lineage_names":["Universidad Francisco de Vitoria"],"type":"journal"},"license":"cc-by-nc-nd","license_id":"https://openalex.org/licenses/cc-by-nc-nd","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Comunicaci\u00f3n y Hombre","raw_type":"journal-article"},{"id":"pmh:oai:http://ddfv.ufv.es:10641/866","doi":null,"is_oa":true,"landing_page_url":"http://hdl.handle.net/10641/866","pdf_url":null,"source":{"id":"https://openalex.org/S4306401997","display_name":"Deposito Digital UFV (Francisco de Vitoria University)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I232005693","host_organization_name":"Universidad Francisco de Vitoria","host_organization_lineage":["https://openalex.org/I232005693"],"host_organization_lineage_names":[],"type":"repository"},"license":"cc-by-nc-nd","license_id":"https://openalex.org/licenses/cc-by-nc-nd","version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"","raw_type":"article"},{"id":"pmh:oai:redalyc.org:129418690003","doi":null,"is_oa":false,"landing_page_url":"https://www.redalyc.org/articulo.oa?id=129418690003","pdf_url":null,"source":{"id":"https://openalex.org/S4377196100","display_name":"Redalyc (Universidad Aut\u00f3noma del Estado de M\u00e9xico)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I179647637","host_organization_name":"Universidad Aut\u00f3noma del Estado de M\u00e9xico","host_organization_lineage":["https://openalex.org/I179647637"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"Comunicaci\u00f3n y Hombre (Espa\u00f1a) Num.6","raw_type":"art\u00edculo cient\u00edfico"}],"best_oa_location":{"id":"doi:10.32466/eufv-cyh.2010.6.123.43-63","doi":"https://doi.org/10.32466/eufv-cyh.2010.6.123.43-63","is_oa":true,"landing_page_url":"https://doi.org/10.32466/eufv-cyh.2010.6.123.43-63","pdf_url":null,"source":{"id":"https://openalex.org/S4210186982","display_name":"Comunicaci\u00f3n y Hombre","issn_l":"1885-365X","issn":["1885-365X","1885-9542"],"is_oa":true,"is_in_doaj":true,"is_core":false,"listed_in":["anvur-scientific","ddh","doaj","erih-plus","fecyt-seal","latindex","poland-20","russia-white-list-4"],"host_organization":"https://openalex.org/P4310321922","host_organization_name":"Universidad Francisco de Vitoria","host_organization_lineage":["https://openalex.org/P4310321922"],"host_organization_lineage_names":["Universidad Francisco de Vitoria"],"type":"journal"},"license":"cc-by-nc-nd","license_id":"https://openalex.org/licenses/cc-by-nc-nd","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Comunicaci\u00f3n y Hombre","raw_type":"journal-article"},"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"pdf":false,"grobid_xml":false},"content_urls":null,"referenced_works_count":2,"referenced_works":["https://openalex.org/W635071362","https://openalex.org/W3035421164"],"related_works":["https://openalex.org/W225422744","https://openalex.org/W2806477215","https://openalex.org/W7045369875","https://openalex.org/W2922567166","https://openalex.org/W7020160200","https://openalex.org/W2904572498","https://openalex.org/W7038885082","https://openalex.org/W7056306716","https://openalex.org/W7033293731","https://openalex.org/W7028469455"],"abstract_inverted_index":{"La":[0,30,61],"publicidad":[1],"est\u00e1":[2],"en":[3,20,40,44,65,92],"proceso":[4],"de":[5,14,32,35,54,68,72,85,97,99,102,115],"transformaci\u00f3n.":[6],"Las":[7],"nuevas":[8],"TIC,":[9],"la":[10,25,33,52,66,70,75,83,116],"evoluci\u00f3n":[11,87],"del":[12,27,46,107],"comportamiento":[13],"los":[15,18,21,100],"consumidores":[16],"y":[17],"cambios":[19],"medios":[22],"han":[23],"revolucionado":[24],"percepci\u00f3n":[26],"mensaje":[28],"publicitario.":[29],"clave":[31],"comunicaci\u00f3n":[34,103],"las":[36,93],"marcas":[37],"radica":[38],"hoy":[39],"el":[41],"discurso":[42,47],"emocional":[43],"detrimento":[45],"racional":[48],"que":[49,69,88],"desarrollen.":[50],"Pero":[51],"adopci\u00f3n":[53,71],"una":[55,73,86],"estructura":[56],"por":[57,74],"otra":[58,76],"suscita":[59],"preguntas.":[60],"presente":[62],"investigaci\u00f3n":[63],"indaga":[64],"importancia":[67],"no":[77],"es":[78],"un":[79],"fen\u00f3meno":[80],"aislado":[81],"sino":[82],"consecuencia":[84],"puede":[89],"verse":[90],"reflejada":[91],"\u00faltimas":[94],"dos":[95],"d\u00e9cadas":[96],"uno":[98],"festivales":[101],"publicitaria":[104],"m\u00e1s":[105],"conocidos":[106],"\u00e1mbito":[108],"latinoamericano:":[109],"El":[110,112],"Sol.":[111],"Festival":[113],"Iberoamericano":[114],"Comunicaci\u00f3n":[117],"Publicitaria.":[118]},"counts_by_year":[{"year":2025,"cited_by_count":1},{"year":2023,"cited_by_count":1},{"year":2021,"cited_by_count":1},{"year":2017,"cited_by_count":1},{"year":2016,"cited_by_count":2}],"updated_date":"2026-11-03T10:50:19.383937","created_date":"2016-06-24T00:00:00"}
