<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>0122-8285</journal-id>
<journal-title><![CDATA[Palabra Clave]]></journal-title>
<abbrev-journal-title><![CDATA[Palabra Clave]]></abbrev-journal-title>
<issn>0122-8285</issn>
<publisher>
<publisher-name><![CDATA[Universidad de La Sabana]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0122-82852018000200524</article-id>
<article-id pub-id-type="doi">10.5294/pacla.2018.21.2.11</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[La industria publicitaria iberoamericana caracterizada desde un meta estudio de los anuncios premiados en festivales]]></article-title>
<article-title xml:lang="en"><![CDATA[The Ibero-American Advertising Industry Characterized from a Meta-Study of the Advertisements Awarded at Festivals]]></article-title>
<article-title xml:lang="pt"><![CDATA[A indústria publicitária ibero-americana caracterizada a partir de um meta-estudo dos anúncios premiados em festivais]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Repiso]]></surname>
<given-names><![CDATA[Rafael]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Berlanga]]></surname>
<given-names><![CDATA[Inmaculada]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Ramos-Ábalos]]></surname>
<given-names><![CDATA[Eva María]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Llorente-Barroso]]></surname>
<given-names><![CDATA[Carmen]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[García-García]]></surname>
<given-names><![CDATA[Francisco]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af2">
<institution><![CDATA[,Universidad Internacional de la Rioja  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Spain</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidad Internacional de La Rioja  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Spain</country>
</aff>
<aff id="Af4">
<institution><![CDATA[,Universidad de Granada  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Spain</country>
</aff>
<aff id="Af5">
<institution><![CDATA[,Universidad Complutense de Madrid  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Spain</country>
</aff>
<aff id="Af6">
<institution><![CDATA[,Universidad Complutense de Madrid  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Spain</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2018</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2018</year>
</pub-date>
<volume>21</volume>
<numero>2</numero>
<fpage>524</fpage>
<lpage>549</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S0122-82852018000200524&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S0122-82852018000200524&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S0122-82852018000200524&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen En este artículo, los festivales y premios de publicidad son el objeto de estudio para caracterizar la publicidad, con un doble objetivo: por un lado, validar el uso de la información registrada en los festivales de publicidad internacionales, anuncios y premios como un buen objeto de estudio donde medir la producción de calidad de las agencias publicitarias y países; por otro, ejemplificar este objeto de estudio, analizando el ámbito iberoamericano. Se desarrolla una metodología fundamentada en un análisis documental y estadístico descriptivo de los premios (6921 premios analizados) recibidos por las agencias iberoamericanas (692 agencias analizadas) en 24 festivales de publicidad iberoamericanos e internacionales en 2012 y 2013. El artículo aporta una nueva dimensión y perspectiva: la visibilidad que las agencias y los países tienen en un espacio de competición clave en el sector y, además, en una región en conjunto, sobre la que no hay información, Iberoamérica, destacando el liderazgo de Brasil, Argentina, España, México y Colombia. A su vez, se descubre un panorama muy desigual en la distribución de premios por países: la existencia de una reducida élite de agencias -mayoritariamente multinacionales- con un alto impacto en el sistema. Esta desemejanza producida entre los premios y las agencias que los acaparan se ajusta al modelo matemático de Bradford. La investigación describe, por tanto, una realidad publicitaria desigual en Iberoamérica, de gran interés para su exploración en futuros estudios.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract In this paper, festivals and advertising awards are the object of study in order to characterize advertising, with two goals: on one hand, to validate the use of the information registered in international advertising festivals, ads and awards as a good object of study in which to measure the quality production of advertising agencies and countries; and, on the other, to exemplify this object of study by analyzing the Ibero-American context. We develop a methodology based on a documentary and descriptive analysis of the awards (6921 analyzed awards) received by Ibero-American agencies (692 analyzed agencies) in 24 Ibero-American and international advertising festivals in 2012 and 2013. The paper brings a new dimension and perspective: the visibility that agencies and countries have in a key competition space in the sector and in a region as a whole, on which there is no information, Ibero-America, with particular emphasis on the leadership of Brazil, Argentina, Spain, Mexico, and Colombia. It also reveals a very uneven scenario in the distribution of awards per country: the existence of a reduced elite group of agencies-mostly multinational companies-with a high impact on the system. Such disparity between awards and the agencies monopolize them is consistent with Bradford's mathematical model. Accordingly, the investigation describes an unequal reality of advertising in Ibero-America of great interest to be explored in future studies.]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo Neste artigo, os festivais e prêmios de publicidade são o objeto de estudo para caracterizar a publicidade, com um objetivo duplo: por um lado, validar o uso da informação registrada nos festivais de publicidade internacionais, anúncios e prêmios como um bom objeto de estudo onde medir a produção de qualidade das agências publicitárias e países; por outro, exemplificar este objeto de estudo, analisando o âmbito ibero-americano. Desenvolve-se uma metodologia fundamentada em uma análise documental e estatística descritiva dos prêmios (6921 prêmios analisados) recebidos pelas agências ibero-americanas (692 agências analisadas) em 24 festivais de publicidade ibero-americanos e internacionais em 2012 e 2013. O artigo proporciona uma nova dimensão e perspectiva: a visibilidade que as agências e os países têm em um espaço de competição chave no setor e, além do mais, em uma região em conjunto, sobre a que não há informação, Ibero-américa, destacando a liderança do Brasil, Argentina, Espanha, México e Colômbia. Por sua vez, se descobre um panorama muito desigual na distribuição de prêmios por países: a existência de uma reduzida elite de agências - na maioria, multinacionais - com um alto impacto no sistema. Esta falta de semelhança produzida entre os prêmios e as agências que os obtêm se ajusta ao modelo matemático de Bradford. A pesquisa descreve, portanto, uma realidade publicitária desigual na Ibero-américa, de grande interesse para sua exploração em estudos futuros.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Publicidad]]></kwd>
<kwd lng="es"><![CDATA[Iberoamérica]]></kwd>
<kwd lng="es"><![CDATA[ranking]]></kwd>
<kwd lng="es"><![CDATA[anuncios publicitarios]]></kwd>
<kwd lng="es"><![CDATA[festivales de publicidad]]></kwd>
<kwd lng="es"><![CDATA[premios de publicidad]]></kwd>
<kwd lng="en"><![CDATA[Advertising]]></kwd>
<kwd lng="en"><![CDATA[Ibero-America]]></kwd>
<kwd lng="en"><![CDATA[ranking]]></kwd>
<kwd lng="en"><![CDATA[advertisements]]></kwd>
<kwd lng="en"><![CDATA[advertising festivals]]></kwd>
<kwd lng="en"><![CDATA[advertising awards]]></kwd>
<kwd lng="pt"><![CDATA[Publicidade]]></kwd>
<kwd lng="pt"><![CDATA[Ibero-América]]></kwd>
<kwd lng="pt"><![CDATA[ranking]]></kwd>
<kwd lng="pt"><![CDATA[anúncios publicitários]]></kwd>
<kwd lng="pt"><![CDATA[festivais de publicidade]]></kwd>
<kwd lng="pt"><![CDATA[prêmios de publicidade]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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