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Social advertising in the NGO of Cordoba (Argentina). Message construction profiles/ Publicidad social en las ONG de Córdoba (Argentina). Perfiles de la construcción del mensaje

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Author(s): Dr. Isidoro Arroyo Almaraz | Dr. Miguel Baños González | Dra. Teresa C. Rodríguez García

Journal: Revista Latina de Comunicación Social
ISSN 1138-5820

Volume: 64;
Issue: 800-878;
Start page: 1011;
Date: 2009;
Original page

Keywords: Publicidad social | creatividad publicitaria | ONG | análisis contenido | Córdoba (Argentina | Social advertising | advertising creativity | NGO | content analysis | Córdoba (Argentina).

ABSTRACT
Resumen: Las ONG conforman un sector –cada vez más amplio en la ciudad de Córdoba (Argentina)– que lleva mucho tiempo comprometiéndose con el fortalecimiento del sistema democrático y la mejora de los derechos ciudadanos y para ello han utilizado, entre otros recursos, la publicidad social para darse a conocer, mejorar su imagen de credibilidad y transparencia, captar fondos y recursos, reclutar nuevos voluntarios, sensibilizar sobre las causas sociales y educar en favor de la solidaridad. En el presente estudio se investigan, mediante un análisis de contenido, las comunicaciones que llevan a cabo las ONG establecidas en la ciudad argentina de Córdoba. Y se concluye que, aunque hay un esfuerzo para comunicarse con sus públicos por diferentes vías, no siempre se aprovechan totalmente los recursos aplicables en la elaboración del mensaje publicitario. Abstract: NGOs are significantly increasing their presence in the city of Cordoba (Argentina) where they are forming a larger sector everyday. Thorough the years, these organizations have committed themselves to strengthen the democratic system and improve civil rights in the community. To achieve this goal, they have relied on social advertising as one of their key resource. Social advertising has been instrumental in establishing their visibility as well as improving their credibility and reputation for transparency. It has also helped them raise funds, recruit new volunteers, raise awareness of social issues and educate people on the values of solidarity. Relaying on content analysis as the primary methodology, this research presents a study about the communication efforts carried out by the NGO sector in the city of Cordoba. The research finds that NGOs do not always optmize their available resources when building their messages, despite their efforts to communicate with a wide ranging audience through different channels.
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