{"id":1059,"date":"2016-02-18T23:36:55","date_gmt":"2016-02-18T23:36:55","guid":{"rendered":"http:\/\/blog.ipp.edu.pe\/?p=1059"},"modified":"2018-04-26T12:18:23","modified_gmt":"2018-04-26T17:18:23","slug":"me-preocupa","status":"publish","type":"post","link":"https:\/\/www.ipp.edu.pe\/blog\/me-preocupa\/","title":{"rendered":"ME PREOCUPA"},"content":{"rendered":"<p><a href=\"http:\/\/blog.ipp.edu.pe\/wp-content\/uploads\/2016\/02\/ME-PREOCUPA.png\"><img loading=\"lazy\" class=\"aligncenter size-full wp-image-1060\" src=\"http:\/\/blog.ipp.edu.pe\/wp-content\/uploads\/2016\/02\/ME-PREOCUPA.png\" alt=\"ME-PREOCUPA\" width=\"1000\" height=\"281\" \/><\/a><\/p>\n<p>La falta de originalidad en algunas campa\u00f1as publicitarias, o mejor dicho, su falta de creatividad, es motivo de preocupaci\u00f3n para m\u00ed, que he ense\u00f1ado el curso de creatividad publicitaria.<\/p>\n<p>Es que, hay bastantes excepciones, claro, pero parecer\u00eda que no se quiere pensar m\u00e1s all\u00e1 de lo indispensable y as\u00ed tenemos una presencia publicitaria pobre, bastante chata.<!--more--><\/p>\n<p>Y esto va en desmedro de la profesi\u00f3n y afecta directamente a los clientes que aceptan pr\u00e1cticamente cualquier cosa, sin pararse a pensar que la publicidad va mucho m\u00e1s all\u00e1 de los precios rebajados, las ofertas y toda esa terminolog\u00eda con la que se quiere disfrazar un anzuelo econ\u00f3mico.<\/p>\n<p>La publicidad va mucho m\u00e1s all\u00e1, digo, porque debe ser un gui\u00f1o a la inteligencia y no un se\u00f1uelo para la billetera; exige y necesita la participaci\u00f3n activa de una audiencia que encuentre en ella una motivaci\u00f3n que no sea principal y \u00fanicamente dineraria.<\/p>\n<p>Esa publicidad inteligente es la que se echa a faltar cuando los gritos, n\u00fameros bajos y colores reemplazan a las argumentaciones bien pensadas y atractivas. Cuando termina primando la guarnici\u00f3n en vez del plato principal.<\/p>\n<p>Digo que me preocupa, no porque la creatividad no exista, que la hay, sino que existe una especie de complacencia o de resignaci\u00f3n, ante modelos facilistas.<\/p>\n<p>No creo para nada que a un verdadero creativo publicitario le guste que esto ande as\u00ed. Rebeli\u00f3n creativa, es lo que debe haber para que el nivel de la publicidad se eleve.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>Manolo Echegaray.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>La falta de originalidad en algunas campa\u00f1as publicitarias, o mejor dicho, su falta de creatividad, es motivo de preocupaci\u00f3n para m\u00ed, que he ense\u00f1ado el curso de creatividad publicitaria. Es que, hay bastantes excepciones, claro, pero parecer\u00eda que no se [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1291,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[1],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v19.7.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>ME PREOCUPA | IPP<\/title>\n<meta name=\"description\" content=\"La falta de originalidad en algunas campa\u00f1as publicitarias, o mejor dicho, su falta de creatividad, es motivo de preocupaci\u00f3n para m\u00ed, que he ense\u00f1ado el\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.ipp.edu.pe\/blog\/me-preocupa\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" 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