Presencia del humor en la publicidad del tráfico y la seguridad vial: prevalencia y efectividad percibida
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Introducción: El humor es una estrategia de comunicación que habitualmente se emplea en publicidad comercial, pero también en anuncios de carácter social o de salud pública, por su capacidad para captar la atención y conectar emocionalmente con la audiencia. En España, los anuncios de tráfico y seguridad vial han recurrido en varias ocasiones al humor para transmitir mensajes de concienciación sobre conductas y actitudes adecuadas en la vía. Metodología: El presente estudio analiza las campañas emitidas por la Dirección General de Tráfico desde 1960 para identificar la prevalencia del uso de humor en sus spots. Además, se ha aplicado un cuestionario a una muestra de 403 personas para analizar el grado de recuerdo y percepción de eficacia de esta estrategia de comunicación. Resultados: Únicamente 13 campañas cumplían los criterios de inclusión establecidos, lo que representa un 11,1% del total. Los participantes perciben el humor como una técnica poco efectiva en comparación con estrategias que emplean el impacto y el realismo, y además tienen un bajo recuerdo de campañas de esta tipología. Discusión: Este bajo recuerdo y percepción de eficacia puede relacionarse con que, a lo largo de los años, se han utilizado metáforas, ironía o exageración, con un tono amable que no ha calado suficientemente en la audiencia, mientras que aquellos anuncios que empleaban un humor más complejo pueden haber dificultado la comprensión del mensaje. Conclusiones: Se recomienda la evaluación sistemática de las campañas para analizar la efectividad de las estrategias empleadas.
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