La convergencia de metodologías para el estudio de los efectos de la publicidad en medios interactivos

Laburpena

This paper is part of a broader study on ethics and values in the advertising strategies applied to the interactive environment in which different research methods such as questionnaires, group discussions and content analysis have been used. In particular, this paper discusses in detail the methodology used to examine the values transmitted by graphic advertising in web pages targeting teenagers. The purpose of this research was to analyze the content of the creative formats in the Internet and, in a subsequent stage, to identify the values in the advertising. To this end, several research methods were combined to determine the values present in web pages with graphic advertising, as well as to identify and quantify the type of values shown. By means of a descriptive analysis of a selection of campaigns as a starting point, a content analysis of the values in the advertising was performed by applying the delphi methodology. Campaigns were individually and independently evaluated by three expert members of the research group. Results showed an average agreement among the experts of 88%. The maximum agreement value reached was of 100% and the minimum agreement was of 68%. Therefore, the methodology was considered to be an adequate evaluation approach for the aim of the present study. The paper details the main advantages and the limitations of the methodology used in this type of study.