La imagen de la Bicicleta en la comunicación publicitaria: movilidad sostenible, smartcity y cambio climático

Abstract

Active mobility has been described as a healthy action, it also contributes to diminish climate change and improvethe air quality. Research the advertisements in the roles of mobility from anenvironmental and energy point of view is highly relevant. In this analysis the bicycle appears as an added element, from company campaigns to institutional advertising, and also of specific advertisements where bicycles are directly marketed. This study had as objective to provide a novel analysis of adverting regarding bicycle and mobility. A quantitative and qualitative analysis has been carried out based on diverse publicizing documents spread during the last twenty years. Based on the analysis, the results showed how the role of the bicycle presented in publicity not related about mobility seems to be equal better communication between people, transport, fun and healthy element good and bad practices identified and analyzed in both corporate and institutional campaigns. Also, some bicycle advertisements reuse the slogans for automobiles, focusing on gadgets or design. Based on the analysis, it would be wise to insist on the development of communication guides that focus on the bicycle as an element of the smart city, electric mobility, zero emissions vehicle and healthy transport, both from individual and collectivebeneficial perspective.