{"id":"https://openalex.org/W47104749","doi":"https://doi.org/10.1387/zer.17344","title":"Creatividad publicitaria y contexto social","display_name":"Creatividad publicitaria y contexto social","publication_year":1998,"publication_date":"1998-01-01","ids":{"openalex":"https://openalex.org/W47104749","doi":"https://doi.org/10.1387/zer.17344","mag":"47104749"},"language":"es","primary_location":{"id":"doi:10.1387/zer.17344","doi":"https://doi.org/10.1387/zer.17344","is_oa":true,"landing_page_url":"https://doi.org/10.1387/zer.17344","pdf_url":null,"source":{"id":"https://openalex.org/S4210228620","display_name":"Zer - Revista de Estudios de Comunicaci\u00f3n","issn_l":"1137-1102","issn":["1137-1102","1989-631X"],"is_oa":true,"is_in_doaj":true,"is_core":false,"listed_in":["ddh","doaj","erih-plus","fecyt-seal","latindex"],"host_organization":"https://openalex.org/P4310321029","host_organization_name":"University of the Basque Country","host_organization_lineage":["https://openalex.org/P4310321029"],"host_organization_lineage_names":["University of the Basque Country"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"ZER - Revista de Estudios de Comunicaci\u00f3n","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/10.1387/zer.17344","any_repository_has_fulltext":true},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5079703557","display_name":"Caridad Hern\u00e1ndez Mart\u00ednez","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I169108374","display_name":"University of the Basque Country","ror":"https://ror.org/000xsnr85","country_code":"ES","type":"education","lineage":["https://openalex.org/I169108374"]}],"countries":["ES"],"is_corresponding":true,"raw_author_name":"Caridad Hern\u00e1ndez Mart\u00ednez","raw_affiliation_strings":["UPV, EHU#TAB#"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"UPV, EHU#TAB#","institution_ids":["https://openalex.org/I169108374"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":["https://openalex.org/A5079703557"],"corresponding_institution_ids":["https://openalex.org/I169108374"],"apc_list":null,"apc_paid":null,"fwci":0.0,"has_fulltext":true,"cited_by_count":10,"citation_normalized_percentile":{"value":0.01264933,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":{"min":89,"max":96},"biblio":{"volume":"3","issue":"4","first_page":"11","last_page":null},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T13496","display_name":"Advertising and Communication Studies","score":0.9907000064849854,"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":0.9907000064849854,"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":0.008299999870359898,"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":0.00019999999494757503,"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-creativity","display_name":"advertising creativity","score":0.996999979019165},{"id":"https://openalex.org/keywords/social-environment","display_name":"social environment","score":0.8040000200271606},{"id":"https://openalex.org/keywords/audience-connection","display_name":"audience connection","score":0.4309999942779541},{"id":"https://openalex.org/keywords/advertising-effectiveness","display_name":"advertising effectiveness","score":0.699999988079071},{"id":"https://openalex.org/keywords/target-audience","display_name":"target audience","score":0.4350000023841858}],"concepts":[{"id":"https://openalex.org/C15744967","wikidata":"https://www.wikidata.org/wiki/Q9418","display_name":"Psychology","level":0,"score":0.3975258469581604}],"mesh":[],"locations_count":5,"locations":[{"id":"doi:10.1387/zer.17344","doi":"https://doi.org/10.1387/zer.17344","is_oa":true,"landing_page_url":"https://doi.org/10.1387/zer.17344","pdf_url":null,"source":{"id":"https://openalex.org/S4210228620","display_name":"Zer - Revista de Estudios de Comunicaci\u00f3n","issn_l":"1137-1102","issn":["1137-1102","1989-631X"],"is_oa":true,"is_in_doaj":true,"is_core":false,"listed_in":["ddh","doaj","erih-plus","fecyt-seal","latindex"],"host_organization":"https://openalex.org/P4310321029","host_organization_name":"University of the Basque Country","host_organization_lineage":["https://openalex.org/P4310321029"],"host_organization_lineage_names":["University of the Basque Country"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"ZER - Revista de Estudios de Comunicaci\u00f3n","raw_type":"journal-article"},{"id":"pmh:oai:addi.ehu.es:10810/40696","doi":null,"is_oa":true,"landing_page_url":"http://hdl.handle.net/10810/40696","pdf_url":"http://hdl.handle.net/10810/40696","source":{"id":"https://openalex.org/S4306401964","display_name":"Communities in ADDI (University of the Basque Country)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I169108374","host_organization_name":"University of the Basque Country","host_organization_lineage":["https://openalex.org/I169108374"],"host_organization_lineage_names":[],"type":"repository"},"license":"other-oa","license_id":"https://openalex.org/licenses/other-oa","version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"","raw_type":"info:eu-repo/semantics/article"},{"id":"pmh:oai:dnet:addi________::ae780e8aa715a491f74fba10fc4baa57","doi":null,"is_oa":false,"landing_page_url":"http://hdl.handle.net/10810/40696","pdf_url":null,"source":{"id":"https://openalex.org/S4306402641","display_name":"LA Referencia (Red Federada de Repositorios Institucionales de Publicaciones Cient\u00edficas)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I4383465926","host_organization_name":"LA Referencia","host_organization_lineage":["https://openalex.org/I4383465926"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"","raw_type":"info:eu-repo/semantics/article"},{"id":"pmh:oai:hispana.mcu.es:60847916","doi":null,"is_oa":true,"landing_page_url":"http://hdl.handle.net/10810/40696","pdf_url":null,"source":{"id":"https://openalex.org/S4377196108","display_name":"Hispana","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"repository"},"license":"other-oa","license_id":"https://openalex.org/licenses/other-oa","version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":"info:eu-repo/semantics/article"},{"id":"mag:47104749","doi":null,"is_oa":true,"landing_page_url":"https://addi.ehu.es/bitstream/10810/40696/1/17344-63692-1-PB.pdf","pdf_url":null,"source":{"id":"https://openalex.org/S4210228620","display_name":"Zer - Revista de Estudios de Comunicaci\u00f3n","issn_l":"1137-1102","issn":["1137-1102","1989-631X"],"is_oa":true,"is_in_doaj":true,"is_core":false,"listed_in":["ddh","doaj","erih-plus","fecyt-seal","latindex"],"host_organization":"https://openalex.org/P4310321029","host_organization_name":"University of the Basque Country","host_organization_lineage":["https://openalex.org/P4310321029"],"host_organization_lineage_names":["University of the Basque Country"],"type":"journal"},"license":"cc-by-nc-nd","license_id":"https://openalex.org/licenses/cc-by-nc-nd","version":null,"is_accepted":false,"is_published":false,"raw_source_name":"ZER: Revista de Estudios de Comunicaci\u00f3n = Komunikazio Ikasketen Aldizkaria","raw_type":null}],"best_oa_location":{"id":"doi:10.1387/zer.17344","doi":"https://doi.org/10.1387/zer.17344","is_oa":true,"landing_page_url":"https://doi.org/10.1387/zer.17344","pdf_url":null,"source":{"id":"https://openalex.org/S4210228620","display_name":"Zer - Revista de Estudios de Comunicaci\u00f3n","issn_l":"1137-1102","issn":["1137-1102","1989-631X"],"is_oa":true,"is_in_doaj":true,"is_core":false,"listed_in":["ddh","doaj","erih-plus","fecyt-seal","latindex"],"host_organization":"https://openalex.org/P4310321029","host_organization_name":"University of the Basque Country","host_organization_lineage":["https://openalex.org/P4310321029"],"host_organization_lineage_names":["University of the Basque Country"],"type":"journal"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"ZER - Revista de Estudios de Comunicaci\u00f3n","raw_type":"journal-article"},"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"pdf":false,"grobid_xml":false},"content_urls":null,"referenced_works_count":6,"referenced_works":["https://openalex.org/W1534621831","https://openalex.org/W1600244337","https://openalex.org/W1997169824","https://openalex.org/W2080390151","https://openalex.org/W2177085946","https://openalex.org/W3035258717"],"related_works":["https://openalex.org/W2305376500","https://openalex.org/W3217649260","https://openalex.org/W2508207962","https://openalex.org/W1505339056","https://openalex.org/W2902780674","https://openalex.org/W113162080","https://openalex.org/W2550215917","https://openalex.org/W4315559671","https://openalex.org/W2517180929","https://openalex.org/W3132001353"],"abstract_inverted_index":{"La":[0],"conexi\u00f3n":[1],"con":[2],"el":[3,11,81],"receptor":[4],"constituye":[5],"uno":[6],"de":[7,13,23,50,56,83],"los":[8,14],"requisitos":[9],"para":[10,80],"logro":[12],"objetivos":[15],"impuestos":[16],"a":[17],"la":[18,48,54,62],"publicidad":[19],"actual,":[20],"y":[21,53,76],"una":[22,78,84],"las":[24],"prioridades":[25],"del":[26,32,37,46,65,73],"creativo":[27,74],"publicitario.":[28],"Un":[29],"mayor":[30],"conocimiento":[31],"receptor,":[33],"y,":[34],"sobre":[35],"todo,":[36],"contexto":[38],"social":[39],"que":[40],"le":[41],"rodea,":[42],"permitir\u00e1":[43],"al":[44],"constructor":[45],"mensaje":[47],"realizaci\u00f3n":[49],"su":[51],"tarea":[52],"consecuci\u00f3n":[55],"sus":[57],"metas.":[58],"Por":[59],"todo":[60],"ello,":[61],"investigaci\u00f3n":[63],"psicosocial":[64],"consumidor":[66],"se":[67],"presenta":[68],"como":[69,77],"un":[70],"poderoso":[71],"aliado":[72],"publicitario":[75],"exigencia":[79],"establecimiento":[82],"comunicaci\u00f3n":[85],"eficaz.":[86]},"counts_by_year":[{"year":2026,"cited_by_count":1},{"year":2018,"cited_by_count":1},{"year":2014,"cited_by_count":2},{"year":2012,"cited_by_count":1}],"updated_date":"2026-10-31T12:09:11.096373","created_date":"2016-06-24T00:00:00"}
