The UJI proves that cultural emotion achieves greater effectiveness in digital advertising



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## The UJI proves that cultural emotion achieves greater effectiveness in digital advertising

17/12/2019 |
SCP

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* [![ emocion-cultural FotoEduardFarranTeixidoymas](/com/investigacio/arxiu/noticies/2019/12/emocion-cultural/FotoEduardFarranTeixidoymas.jpg)](#)

Research carried out by Cristina González Oñate, lecturer in Communication Strategies at the Universitat Jaume I, together with other lecturers and professionals from the advertising communication sector, has shown that the use of cultural emotion achieves greater effectiveness in advertising messages in the digital environment. The results of this work have been published in the journal *Communication & Society*. The study highlights the existence of a superiority of emotional models over rational ones.

The results of this research are relevant because, according to their authors, they highlight the main changes that the sector must make today to enhance the effectiveness of advertising communication campaigns. “The emotional cultural model is more effective because their campaigns tend to seek credibility and closeness to gain connection and, therefore, are more credible and effective. The reason is mainly because they identify social tensions and frictions on which the brand can rely”, they argue. These campaigns are characterised by including a strong anthropological substratum and, instead of working on consumer insights, they work on social insights, thus overflowing the theme of their category. The brand renounces talking about its theme in order to deal with initiatives or themes that have a general interest.

Cristina González Oñate is a senior lecturer of Communication Strategies in the bachelor’s degrees in Advertising and Public Relations, Journalism and Audiovisual Communication at the Universitat Jaume I (UJI). She also collaborates in several research projects of the Department of Communication Sciences of the same university. She teaches in the Master’s Degree in New Trends and Processes of Innovation in Communication and in the Master’s Degree in Human Resources of the UJI.

<https://www.unav.edu/publicaciones/revistas/index.php/communication-and-society/article/view/36739>

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