Data storytellingel empleo de datos en la construcción de relatos publicitarios de marca

  1. Caro-Castaño, Lucía
  2. Selva-Ruiz, David
Revue:
Comunicación y hombre: Revista interdisciplinar de ciencias de la comunicación y humanidades

ISSN: 1885-365X

Année de publication: 2020

Titre de la publication: Data comunicación: Data driven-Human driven

Número: 16

Type: Article

DOI: 10.32466/EUFV-CYH.2020.16.572.35-57 DIALNET GOOGLE SCHOLAR lock_openAccès ouvert editor

D'autres publications dans: Comunicación y hombre: Revista interdisciplinar de ciencias de la comunicación y humanidades

Résumé

This paper addresses the contribution of data to the construction of brand stories. It is analyzed, thus, how storytelling, enhanced by the use of data, can help generating consumer engagement and constructing creative advertising messages. To that end, “Creative Data Lions” category —and, in particular, all the campaigns selected in “Data storytelling” section— of Cannes Lions advertising festival is used. The results allow us to observe that this is an enormously diverse trend, with data fulfilling very diverse roles in relation to storytelling.

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La source de données: Dialnet