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Necromarketing and AI Reviving: Celebrities in Advertising Campaigns
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Author(s): Pedro Elías Ochoa Daza (Politécnico Grancolombiano, Colombia & Complutense de Madrid, Spain)
Copyright: 2025
Pages: 26
Source title:
AI Impacts on Branded Entertainment and Advertising
Source Author(s)/Editor(s): Blanca Miguélez-Juan (University of the Basque Country, Spain)and Sara Rebollo-Bueno (Universidad Loyola Andalucía, Spain)
DOI: 10.4018/979-8-3693-3799-8.ch016
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Abstract
This chapter examines the use of artificial intelligence in advertising, focusing on the digital recreation of deceased celebrities (delebs). Through a bibliometric study and a case analysis, the conceptual and emotional aspects of necromarketing are explored, a strategy that employs elements of death to capture public attention. The chapter highlights the “Con Mucho Acento” campaign by Cruzcampo, which digitally revived Lola Flores. The bibliometric analysis classified necromarketing into three categories: necrotainment, necrocommunication, and necroadvertising. Neuromarketing techniques and focus groups revealed cultural differences in the campaign's perception between Latin American and European audiences. Elements that combine technology with cultural authenticity generated greater emotional impact and credibility. The chapter concludes that, while necromarketing has significant commercial potential, it also presents ethical challenges that brands must carefully manage to effectively and respectfully resonate with their audiences
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