La publicidad radial en Cuenca y su etica: Fortalezas y debilidades comunicacionales de la publicidad radial en Cuenca desde la perspectiva de la Ley de Comunicación en Ecuador

Abstract

In this research, we will review the contents of several radio advertisements in the city of Cuenca to assess what is the behavior of these, especially since 2013, when he began the life of the Communications Law. For this aspect, will be captured on paper scripts that certain advertisements show the strengths and weaknesses of communication radio advertising in the city. These were obtained after monitoring some FM radios or AM, plus courtesy of producers and radio broadcasters of many years of experience. Within the content, it is concluded that, particularly in a station addressed an audience mostly peasant, this frequented misleading advertising that is, one whose product or service does not have permission, as no public institution has endorsed the legality. In addition, it is displayed how advertising has transcended throughout history, both at national and international level for a review about their role and importance in the social activity of human beings. Among the strengths of radio advertising in the city, from the perspective of the Communications Law, it has detected more interest from broadcasters, producers and control bodies, to guide for correct path media this practice for in this kind of messages. It is also evident that, after the effective date of this law, preparation, imagination, creativity and ethics that carrying out advertising messages has evolved.