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Testimoniales en la publicidad radiofónica de productos relacionados con la salud en España y su regulación (2009-2016)

Salvador Perelló-Oliver, Clara Muela-Molina, María-Victoria Campos-Zabala

Resumen


El objetivo de este trabajo es analizar qué perfiles de testimoniales publicitan productos con supuestos beneficios para la salud, las características del testimonio y evolución en los últimos años en la radio española. El estudio, de naturaleza cuantitativa y polietápica, se basa en el análisis de contenido de cuñas publicitarias de dos muestras temporales: 1.664 cuñas en 2009 y 3.909 en 2016, que tras el correspondiente filtrado quedó integrado por 147 y 122 testimoniales, respectivamente. Una de las implicaciones derivadas del trabajo es que la administración pública debe mejorar la monitorización y el control sobre la publicidad ilícita de productos relacionados con la salud. También los propios medios de comunicación mediante protocolos de revisión previa y autorregulación.


Palabras clave


Publicidad; Radio; Autorregulación; Personificación; Regulación; Salud; Testimoniales.

Texto completo:

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Referencias


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DOI: https://doi.org/10.3145/epi.2019.mar.02

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