La inclusión y la diversidad en la creatividad publicitaria. Análisis de spots en campañas publicitarias de México, Argentina y Ecuador, 2019

Abstract

Abstract: Inclusive advertising is advertising that seeks to communicate through brands or campaigns the bestowal of values, ideologies and attitudes that seek to foster equality or positive behaviour in a society. This research paper addresses the theme of inclusion and diversity in advertising creativity in the countries of Mexico, Argentina and Ecuador, in the year 2019 around the categories of communication, diverse models, models with special abilities, exchange of roles between men and women, stereotypes and inclusion, through campaigns that are in force on the Youtube platform of the countries that is taken as a reference. It is based on the qualitative method to reveal the characteristics attributed to non-traditional models of the spots selected for the show, triangulating them with discursive effects and with the social effect caused by each announcement. The analysis diagrams with a denotative and connotative approach serve as a fundamental tool to reveal the elements that constitute inlcusion and diversity in advertising creativity.