The Use of Radio Advertorials in Spanish Radio Stations
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Redalyc
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| Format: | Artículo científico |
| Sprache: | en |
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Universidad de La Sabana
2019
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| _version_ | 1876461293589757952 |
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| author | Salvador Perelló-Oliver |
| author_facet | Salvador Perelló-Oliver |
| contents | The Use of Radio Advertorials in Spanish Radio Stations Salvador Perelló-Oliver Clara Muela-Molina Comunicación radio ethics journalist Advertising program content Radio advertorials (RA) are long advertisements broadcasted within the programming and executed by journalists to imitate editorial content. An analysis of their presence, use and characteristics confirms that journalists and radio owners are not rigorous in the application of the codes of conduct that regulate this advertising feature in Spain. This work focuses on these rules and propose a matrix of variables, such as time slot, product category, type of endorser, advertiser identiftication, format and copy text style, which identifies these inappropriate practices in the sample under study. The results show that RAs are more prevalent during time slots with higher audience ratings and in programs hosted by well-known radio personalities. Also, most RAs are embedded within the editorial content of programs and are formatted as interviews, and their copy style is informative. 2019 artículo científico 0122-8285 https://www.redalyc.org/articulo.oa?id=64961259007 https://www.redalyc.org/journal/649/64961259007/ https://www.redalyc.org/journal/649/64961259007/html/ https://www.redalyc.org/journal/649/64961259007/64961259007.epub https://www.redalyc.org/journal/649/64961259007/movil 10.5294/pacla.2019.22.3.7 en http://www.redalyc.org/revista.oa?id=649 Palabra Clave application/pdf Universidad de La Sabana Palabra Clave (Colombia) Num.3 Vol.22 |
| format | Artículo científico |
| id | redalyc_64961259007 |
| institution | Redalyc |
| language | en |
| publishDate | 2019 |
| publisher | Universidad de La Sabana |
| spellingShingle | The Use of Radio Advertorials in Spanish Radio Stations Salvador Perelló-Oliver Comunicación radio ethics journalist Advertising program content The Use of Radio Advertorials in Spanish Radio Stations Salvador Perelló-Oliver Clara Muela-Molina Comunicación radio ethics journalist Advertising program content Radio advertorials (RA) are long advertisements broadcasted within the programming and executed by journalists to imitate editorial content. An analysis of their presence, use and characteristics confirms that journalists and radio owners are not rigorous in the application of the codes of conduct that regulate this advertising feature in Spain. This work focuses on these rules and propose a matrix of variables, such as time slot, product category, type of endorser, advertiser identiftication, format and copy text style, which identifies these inappropriate practices in the sample under study. The results show that RAs are more prevalent during time slots with higher audience ratings and in programs hosted by well-known radio personalities. Also, most RAs are embedded within the editorial content of programs and are formatted as interviews, and their copy style is informative. 2019 artículo científico 0122-8285 https://www.redalyc.org/articulo.oa?id=64961259007 https://www.redalyc.org/journal/649/64961259007/ https://www.redalyc.org/journal/649/64961259007/html/ https://www.redalyc.org/journal/649/64961259007/64961259007.epub https://www.redalyc.org/journal/649/64961259007/movil 10.5294/pacla.2019.22.3.7 en http://www.redalyc.org/revista.oa?id=649 Palabra Clave application/pdf Universidad de La Sabana Palabra Clave (Colombia) Num.3 Vol.22 |
| title | The Use of Radio Advertorials in Spanish Radio Stations |
| topic | Comunicación radio ethics journalist Advertising program content |
| url | https://www.redalyc.org/articulo.oa?id=64961259007 https://www.redalyc.org/journal/649/64961259007/ https://www.redalyc.org/journal/649/64961259007/html/ https://www.redalyc.org/journal/649/64961259007/64961259007.epub https://www.redalyc.org/journal/649/64961259007/movil |