Resumen

BERTO, Matheus  y  MESTRE SILVA, Lhaís Renata. Advertising in the age of convergence: A comparative study of the audiovisual publicity language on Television and Internet. Enfoques [online]. 2017, vol.29, n.2, pp.93-113. ISSN 1669-2721.

Over the years the Internet has gained ground and received the attention of advertisers willing to use their forces for the sale of their products. Yet very little is known about the characteristics of specific language of the Internet and the existing literature is scarce and inconclusive. Using this framework the study compared advertising videos developed specifically for the Internet with others originally developed for television and published on the Internet in order to identify points of parity and difference in order to understand the technical, discursive and visual language of the same. The survey found differences between the two groups investigated, especially with regard to interactivity, and maximizing potential viralization viewing.

Palabras clave : Audiovisual Advertising; Internet; Language Adaptation; YouTube; Cyberculture.

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