Abstract
Inclusive advertising is used to communicate through brands and campaigns the values they allow, their ideologies, and attitudes which search to promote equality or positive behavior toward society. This study pursues as an objective to gather information about how commercial spots coming from Mexico, Argentina, and Ecuador in 2019, referred about inclusion and diversity, around the ranges of; communication, special needs models, switching roles between men and women, stereotypes and inclusion, throughout ongoing YouTube campaigns. Each analysis is based on the qualitative method in which the content is examined to determine the characteristics assigned to non-traditional models of selected commercial spots, locating those with effects in speech and with the social impact each ad carries. Denotative and connotative focused analysis diagrams are used as a fundamental tool to describe the elements that constitute inclusion and diversity within advertising creativity. And semi-structured interviews with the creative directors of some advertising agencies coming from the three countries previously mentioned, with the objective of getting to know their intention or objectives regarding the use of this type of campaign.
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Paladines, F., Luzuriaga, A., Velásquez, A., Erazo, E. (2024). Inclusive Advertising Analyzing Commercial Spots Out of Advertising Campaigns from Mexico, Argentina, and Ecuador. In: Reis, J.L., Del Rio Araujo, M., Reis, L.P., dos Santos, J.P.M. (eds) Marketing and Smart Technologies. ICMarkTech 2022. Smart Innovation, Systems and Technologies, vol 344. Springer, Singapore. https://doi.org/10.1007/978-981-99-0333-7_32
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