Metodología para la creación de spots publicitarios, analizando el lenguaje visual utilizado en los canales locales riobambeños.

Abstract

The local television channels do not have an appropriate methodology for publishing spots creation because they do not develop a production process from the idea generating. They only carry out an image collecting and snapshots without planning or adaptation from one media to another one delivering audiovisuals in record time. That is why these spots do not attract the viewers. Many of them are not recorded and are not effective. Therefore it is necessary to establish a methodology for publishing spots creation from the analysis of the methods used by the producers, from the determination of appropriate-visual-language criteria, from collecting and analysis of a publishing spots sample. By means surveys and interviews and the matrix application, it was determined that 68,8% of visual language is used in local publishing spots with problems in post-production, being software management more important than technique criteria. The composition image, illumination, light and expressive colors and relation image, sound, music were critical aspects not to accomplish with 70% the publishing objectives of the advertising enterprises. Three measurement tools were gotten: the methodology to produce, acceptance table and scoring matrix of publishing spot. By applying these ones to the creation of a new spot, 83,82% of acceptance was gotten which meant very good. It is recommended that television channels and amateurs producers use the methodology and these measurement tools of publishing spot developed to get spots with visual-language criteria which are appropriate, good with ideal and functional composition in order to optimize the human, economical and technical resources.