Audiovisual content with advertising intention in children’s videos on YouTube: the case of the Soy Luna series

摘要: espanolLa publicidad en la web ha adoptado nuevas formas (Malin, 2011; Susarla, Oh & Tan, 2012). En este contexto, los videos de apariencia ludica, pero con objetivo publicitario se han posicionado como nueva tendencia (Craig Duncan, 2017; Marsh, 2015). un numero cada vez mayor usuarios Internet, especialmente entre ninos y ninas (Davies, Coleman Livingstone, 2014), tipo penetrado el espacio web. Sin embargo, aun no esta claro que variedad intencion publicitaria es posible acceder al buscar contenido audiovisual generico para audiencia infantil YouTube. Con aplicacion metodos mixtos, articulo presenta analisis visual enfoque encubierto una muestra 143 arrojados por las palabras claves Soy Luna, popular serie Disney Channel. Los principales hallazgos indican hay tres tipologias fuentes proporcionan contenido, siendo canales oficiales, YouTubers medida dedicados exclusivamente a exhibicion juguetes. Tambien, caracteristicas formato dificultan usuario distincion publicidad, puesto presentan narrativa distinta, toques ludicos asociados serie, van mas alla del empleo formatos publicitarios estandarizados Youtube son anuncios graficos, superpuestos o spots pueden omitir. EnglishAdvertising on the has taken new forms In this context, which appear playful but have an advertising objective, positioned themselves as trend 2015) and penetrated space for increasing number of Internet users, particularly among children 2014). However, type variety with intention that YouTube leads users to when searching generic content children’s audience is unclear. This paper uses mixed methods approach analyze visuals present in undercover from sample prompted by keywords Channel series. The main findings are three types sources provide content, namely official channels, channels devoting series its merchandising, greater extent toy exhibition channels. Also, format appearance characteristics make it difficult tell them apart advertising, they introduce novel narrative, incorporate twists be associated These features go beyond use standardized formats, such graphic ads, overlays or can skipped.