Bibliographic citations
Huanilo, V., (2022). El poder de la narrativa visual para captar atención y hacer frente a la evasión publicitaria [Tesis, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/667804
Huanilo, V., El poder de la narrativa visual para captar atención y hacer frente a la evasión publicitaria [Tesis]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2022. http://hdl.handle.net/10757/667804
@misc{renati/1294144,
title = "El poder de la narrativa visual para captar atención y hacer frente a la evasión publicitaria",
author = "Huanilo Delgado, Valeria Cristina",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2022"
}
This study analyses visual storytelling as an influencing factor in the brand message in order to counteract advertising avoidance. This strategy presents a new communication approach that uses neuropsychology as the axis to capture and retain the viewer's attention through visual and narrative techniques such as visual composition and storytelling respectively. Thus the commercial "El covid no mata solo #Noseamoscomplices" of the Government of Peru was examined using a qualitative approach with case design. In this way, semi-structured interviews were conducted with 20 young students in the final cycles of the Psychology degree at the PUCP. Among the main findings it is evident that one of the reasons why students tend to avoid advertising is the lack of creative persuasion. They also indicated that the commercial had potential, given that it made clear the severity of COVID-19, but was lacking in visual and narrative execution due to its crudeness. The study concludes that both resources are of utmost importance in advertising, since the visual attracts and outlines the viewer on the subject to be communicated, while the narrative contributes to the construction of the message and keeps it in the consumer's mind.
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