La creación de imagen de marca en los canales infantiles politemáticos de televisión | The creation of brand image in Polithematic children’s channels of Digital Television
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Abstract
Resumen
La marca constituye el principal elemento de todo canal televisivo dónde el tratamiento y uso que se hace de la propia imagen de marca del canal se convierten en fundamentales para atraer la atención de la audiencia y conseguir afinidad entre el público objetivo, el canal y la marca. Con una metodología de estudio basada en la triangulación de métodos científicos, donde convergen las entrevistas en profundidad, el análisis de contenido y la observación descriptiva, este artículo presenta los resultados globales sobre imagen de marca y publicidad extraídos del estudio exhaustivo de los canales infantiles, lo que permite obtener una aproximación a la realidad de los Canales Infantiles Politemáticos en España.
Abstract
The brand constitutes the main element of every television channel where the treatment and use that they do of a channel brand image are essential to attract audience attention and get affinity between target, channel and brand. By means of a study methodology based in the triangulation of scientific methods, where several in – depth interviews, content analysis and descriptive observation converge, this article presents the global results about brand image and advertising that we extract from the exhaustive children’s channels study, which allows to get an approximation to the Polithematic Children’s channels reality in Spain.
Palabras clave
canal infantil; imagen de marca; politemático; publicidad; televisión.
Keywords
children’s channel; brand image; Polithematic; advertising; television.
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