Docupublicidad. La función del pathos en el storytelling del documental publicitario
Growing intolerance towards traditional advertising and the demand for authenticity in
communication and marketing offerings have, in the last decade, led consumers to privilegeforms
of promotional communication content of a less spectacular and more informative
nature, which is also integrated with the programming of the media, instead of
inserted parasitically into it. Hence the choice of some companies to produce branded
contents aimed at the narration of reality, and in a documentary style.