Abstract

VILLADIEGO PRINS, Mirla. Narratives of the TV Advertising Game. Elements for its Understanding from a Ludic Perspective. Signo pensam. [online]. 2013, vol.32, n.62, pp.130-148. ISSN 0120-4823.

This article aims to describe the general characteristics of TV advertising in the Colombian Centre Region, and in particular, the tactics and strategies by which it seeks to interpellate the consumer. Both tasks are intended to support the hypothesis according to which the advertising, rather than manipulatng, misleading or inducing the indiscriminate consumption of goods and services, proposes a game to the consumer through its narrative. In turn, the consumer decides whether or not to participate, by submitting to a set of rules of this game.

Keywords : Game; TV Advertising Narratives; Tactics; Strategies; Regional Journalistic Industry; Television Advertising; Discourse Analysis; Narrative; táticas; estratégias.

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