Resumen de La (co) creación ficcional de la autenticidad vivencial como valor de marca en la Web 2.0: análisis de la campaña Made Yourself de BENCH
The irruption of Web 2,0 has given rise to new communicative surroundings in which they have been appearing new techniques and strategies that have led to an enormous transformation of advertising activity. As exemplified by the analysis of the BENCH campaign Made Yourself, the originality of these tools and strategies is placed upon the (co)creation of a discourse on the authenticity as a value of the brand/corporation.
