Percepción de consumidores y expertos sobre los valores de la publicidad del sector del automóvil (2008-2018)

Gema Bonales Daimiel; Luis Mañas-Viniegra

doi:10.31921/doxacom.n34a894

Authors

Gema Bonales Daimiel Complutense University of Madrid, Spain https://orcid.org/0000-0003-2085-2203
Luis Mañas-Viniegra Complutense University of Madrid, Spain https://orcid.org/0000-0001-9129-5673

DOI:

https://doi.org/10.31921/doxacom.n34a894

Keywords:

Values, automobile, car, advertising, consumers, communication

Abstract

Every day products are more similar and less differentiated from each other and, with globalization, the competition between them is even greater. It is thanks to advertising that the consumers perceive differences. As a result of this phenomenon, this work aims to study and analyze the underlying scale of values by which a person chooses a car nowadays and the role that advertising plays in that decision. This research analyses the values transmitted in the advertising carried out on the Internet by the automobile industry. For this purpose, a comparison has been made between the values of advertising during 2008 and 2018 with respect to the criteria and values of consumers when making a decision to buy a car and the values that, according to experts, are key in the purchase process. A mixed quantitative-qualitative triangular methodology was used to find out the perception of 300 consumers and 30 experts and the values conveyed by advertising through the content analysis of 672 ads. The results show that there is a relatively clear divergence between the values transmitted by advertising, those demanded by clients and those considered most relevant by the experts

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Author Biographies

Gema Bonales Daimiel, Complutense University of Madrid, Spain

With a PhD in Audio-visual Communication, Advertising and Public Relations from Complutense University of Madrid, Professor Bonales Daimiel is an Assistant Professor at the same University as well. She is also a Marketing and Communication professional who specialises in strategic and digital domains. Moreover, she has worked in advertising agencies, as well as for advertisers and media firms.
Luis Mañas-Viniegra, Complutense University of Madrid, Spain

PhD in Audio-visual Communication and Advertising, Professor Mañas-Viniegra has also been granted the Extraordinary Degree Award from Complutense University of Madrid. He is an interim Associate Professor, Principal Investigator for the UCM Brand Lab research group, and a member of the project with the designation number PID2019-105398RB-C21, which is related to Disability and Digital Competence in the Audio-visual Sector..

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