Abstract

Agencies and image banks offer millions of photographs for use in advertising and publishing. During the last decade the sector has undergone a radical change due to the digital impact and the globalization of the business. Structures have been refurbished, major investments in digitization have been made and at the same time, new marketing models have been adopted. This study reviews the use of photographs from the commercial stock photography banks in advertising in Spain. Seven agencies of different size and objectives have been chosen as a reference.

Abstract

Neuromarketing has existed for just over a decade, and its theoretical framework, techniques and research methods have been defined during these years. The absence of legislation regulating neuromarketing experiments and the secrecy of the private sector due to its client agreements, it is difficult to know how brands use this discipline. Currently, the scientific sector in Spain has great interest in neuromarketing. Sixteen of Spain’s 75 universities (21%) have a research group, institute or center that studies neuromarketing, but this activity has had little international impact. Meanwhile, a fifth of the Spanish professional commercial sector shows real interest in neuromarketing, either having a separate department dedicated to it or offering this service to others. Ethics, traditionally presented as an impediment to the development of neuromarketing, should not pose a problem for the development of this field of knowledge.

Abstract

Advertising is a traditionally questioned activity, not only from the ethical point of view, but also legal. This article analyzes the ethical commitment of the advertising industry through the study of the characteristics and activity of Autocontrol, the Spanish advertising self-regulation system, and by means of in-depth interviews to directors of the main advertising agencies operating in Spain. The results of the research show significant ethical commitment from advertising professionals and the relevant activity of Autocontrol; most of the advertising disseminated in Spain has been subject to a previous ethical review through the service of Copy Advise®.