Facultad de Humanidades y Artes
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Item Análisis de los elementos gráficos del Manga Shonen como potencializadores en la decisión de compra de cuadernos en estudiantes universitarios del programa de Licenciatura en Lenguas Extranjeras de la Universidad Santiago de Cali(Universidad Santiago de Cali, 2018) Castillo Millán, Héctor José; Solarte Torre, Luz Karime; Cuellar Arenas, JhoinerItem Acompañamiento en acciones publicitarias para el In House Adland de la Facultad de Comunicación y Publicidad(Universidad Santiago de Cali, 2019) Flórez Pascagaza, Harold Andrés; García García, Andrea Estefanía; León Muñoz, John JairoBased on the research findings in each of the works carried out with the In-House (ADLAND) of the School of Communication and Publicity of the Santiago de Cali University, the mechanism of implementation used in each advertising process since its inception is evident until the final development, also, the contribution that the client generated against the objective presented by the campaign was identified. Through research and applied instruments, the appropriate process was evidenced and the importance that from the academy should be weaved between practice and theory. This work in the systematization of experiences through advertising campaigns is possible thanks to the accompaniment of the teacher and the link with the research seedbeds , also in the Collective worked problems in different communication cases that required concrete solutions from advertising communication. In this Degree Work, the researches that were generated for each advertising development that had a great importance from the communication that was established with the client are reported; It was also the opportunity to exercise a task that would put on the table the interference of the client, the opportunities and disadvantages to which we would face and the breakdown of traditional schemes, thus generating new proposals during the advertising process of two consecutive years.Item Plan de marketing digital para el lavado de autos a domicilio uff qué carro(Universidad Santiago de Cali, 2019) Aguirre Álvarez, Yeraldin; Barbosa Arana, Karol Vanessa; Rodríguez, Juan Pablo; Guzmán Beltrán,Ingrid JovannaThe creation of a digital marketing plan for the brand UFF QUÉ CARRO car wash at home in the city of Cali, aims to help position it in the first places of social networks specifically on Facebook and Instagram, offering with its digital publications a wide variety of products, services and experiences including different car wash plans, business packages and experiences that favor users of the services, as well as the realization of campaigns and activations by UFF QUÉ CARRO with which it is intended to provide a series of benefits that guarantee the preference of customers. Under these arguments, and after analyzing different organizational and market factors, a new digital marketing plan for UFF QUÉ CARRO is outlined, in which a closer communication strategy with greater affinity to the target audience will be developed, applying the use of tactics and tools to increase interactions, achieve the objectives set and the preference of customersItem Rediseño de marca e identidad visual corporativa a partir de las necesidades de comunicación visual de la Fundación Social y Cultural Yuluka(Universidad Santiago de Cali, 2019) Home Ortega, Jose Miguel; Vélez, Luis FelipeItem Rediseño del laboratorio creativo del programa de publicidad de la facultad de comunicación social y publicidad de la Universidad Santiago de Cali(Universidad Santiago de Cali, 2019) Baeza Henao, Andrés; Guzmán, Ingrid JovanaItem Recursos narrativos de DC cómics en las historietas impresas y digitales que contribuyen al contenido de marca en el caso de Batman, en los lectores entre 15 a 50 años de la ciudad de Cali(Universidad Santiago de Cali, 2019) Tovar Cardenas, Juan Diego; Vélez Franco, Luis FelipeItem Manual de marca Palmiplast Industrias S.A.S.(Universidad Santiago de Cali, 2019) Valencia Hernández, Christian Camilo; Vera Silva, Valeria; Londoño Ossa, Miguel ÁngelItem La fotografía como herramienta para visibilizar las prácticas culturales que realiza el Cabildo Indígena Yanacona en el contexto ciudad – Santiago de Cali(Universidad Santiago de Cali, 2019) Hincapié Acosta, Nathalia Andrea; Anacona, AdrianaEl mayor desafío de las comunidades indígenas es integrarse a las metrópolis sin perder sus costumbres y tradiciones, durante los últimos años ha sido notable la migración de estos grupos a las ciudades, en búsqueda de mayores ingresos, acceder a la educación y en casos más extremos huyendo de la violencia. Para estas comunidades alejarse de sus rituales y de los lugares que sus ancestros tanto protegieron los lleva a sentirse perdidos y sin territorio, “La selva de cemento” como ellos llaman a la ciudad, es una oportunidad para conocer aquellos hábitos de los cuales se han mantenido al margen, pero también de perder en ciertas ocasiones su identidad.Item Análisis de campaña de Alberto Bejarano al Consejo de Cali(Universidad Santiago de Cali, 2019) Londoño Jacdedt, Rodrigo; Muñoz Joven, Luis ArmandoItem Pautas y prácticas de crianza para la prevención del abuso sexual en la primera infancia: Estudio de 16 familias del barrio el Cortijo en Cali(Universidad Santiago de Cali, 2019) Atehortua Capote, Jazmín Alexis; Valencia Micolta, Natalia; Quinaya Ocampo,Diana PatriciaThe present research work entitled parenting guidelines and upbringing practices for the prevention of sexual abuse in early childhood: Study of 16 families in El Cortijo neighborhood in Cali, seeks to recognize parenting guidelines and practices in preventing sexual abuse in the early childhood in 16 families in the El Cortijo neighborhood of the 20th commune of the city of Cali. For the fulfillment of this purpose, this research was carried out working with 16 families with children between the ages 0 to 6 years, that is to say, with early childhood living in the neighborhood El Cortijo of the commune 20 in Cali city, a survey and semi-structured interviews were conducted by parents and carers who became the main informants of the upbringing guidelines and practices of parenting for the prevention of sexual abuse. This formative research exercise was guided by the following research question, what are the parenting guidelines and upbringing practices used by the 16 families of El Cortijo neighborhood of Cali at the commune 20 for the prevention of sexual abuse in early childhood?Item Producción de Brand Book al restaurante temático Comisc Factory(Universidad Santiago de Cali, 2019) Moreno Giraldo, Johann Alberto; Lozada Cardona, Marlon Andrés; León Muñoz, Jhon JairoThe present work corresponds to the production of a Brand Book for the restaurant Comics Factory, a company that, in four years of presence in the market, has not developed a manual that defines the parameters of its corporate graphic identity, due to different factors such as the ignorance of this tool, the disinterest in investment in this type of product and the concentration of advertising efforts in other strategies. For the realization of the deliverable, the company was analyzed and its communication model, that is, it was investigated in the graphic pieces that they had previously implemented as communiqués, arts in social media and the interior and exterior restaurant branding. From the analysis it was detected the absence of a graphic identity line in its corporate stationery and POP material, so it was proposed the need to implement a manual that responded to the need for visual unity. Two years passed in which the work team worked as waiters, time in which participant observation was carried out in order to determine the path and creative guideline so that, finally, and after the approval of the owners, the production of the Brand Book took place. This work becomes a starting point for the restaurants in the process of opening, small and medium that do not know the functionality and advantages of defining their corporate graphic identity, but are interested in implementing it. It also provides the spectrum of advertising and design as enabling tools and identity creators in all existing brands.Item Contenido de campaña social para visibilizar la violencia de género en las relaciones de noviazgo en estudiantes entre los 18 y 25 años de edad de la facultad de comunicación y publicidad de la universidad Santiago de Cali(Universidad Santiago de Cali, 2019) Girón Gómez, Diana Katherine; Puentes Vargas, Monica Andrea; Anacona Muñoz, AdrianaThe present investigation seeks to make the gender violence visible within the relationships between students between 18 and 25 years of age of the faculty of Communication and Advertising of Universidad Santiago de Cali through the content of a social campaign to get students to recognize acts that are part of gender violence which are not taken into account as such. The research had as sample students from third to eighth semester of this faculty, having as study variables family characteristics, parenting values, dating, current partner and knowledge; observing that the presence of gender violence begins to occur from what they observe within their family nucleus, through the construction of their first relationships. Information is collected through various research instruments including semi-structured interviews with students, group workshops and structured interviews with experts for better social campaign guidelines, which allowed identifying that gender violence is a problem that occurs not only from men to women but also from women to men and that it is a subject that little has been mentioned within educational institutions such as private colleges and universities.Item Análisis de la marca "Esperanza Gómez" desde la perspectiva femenina que utiliza medios digitales en Colombia(Universidad Santiago de Cali, 2019) Ortega Daza, Cristian Steven; Meneses, LorenaItem De marca común a marca amada, un estudio sobre los factores de Engagement en el mercado Gamer-Millenial en la ciudad de Cali(Universidad Santiago de Cali, 2019) Mosquera Ordoñez, Lina Marcela; Yepes Bravo, Kelly Pricila; Londoño Ossa, Miguel ÁngelThis research work analyzes the creation of love towards a brand, as a multidimensional tool of Advertising and Marketing, to create Engagement and loyalty when developing a strong and emotional relationship with the costumer. This will be done first through a documentary analysis of the subject's background, the applicability of the findings, a survey focused on millennials as a target group and the development of an infographic with the results found, which will guide small companies dedicated to gaming to Create brand love in your organizations and products.Item Propuesta de campaña publicitaria para Bretaña Postobón(Universidad Santiago de Cali, 2019) Alarcón Rivera, Winner Guillermo; Bolaños Dorado, Paola Andrea; Meneses Medina, LorenaThis work presents a proposal to carry out an advertising campaign for the product Bretaña Postobón, in order to sustain its relationship with young audiences and increase sales. The brand is positioned in the market, being affirmed by the company's website. "Since 1918 Brittany has been the leading brand in the country's soda category thanks to its quality and style" (Postobón, 2016). It is held locally, in the city of Cali, for young people between 25 and 35 years old. The aim is to generate an emotional bond between the client and the brand, seeking greater penetration in the segment. The methodology used the quantitative approach, conducting surveys in order to draw conclusions from the target's behavior to create communication and creative strategy capable of responding to the affective needs of the target. The tactics used relate to the use of technological tools (Eucol interactive) and create consumer experience through experience.Item Análisis de la producción en investigación formativa del programa de publicidad de la universidad Santiago de Cali entre los años 2010 y 2015(Universidad Santiago de Cali, 2019) Cuesta García, Luis Miguel; Quinayá Ocampo, Diana PatriciaThis degree work seeks to develop a description of the production in formative research of the Advertising program of the Santiago de Cali University between 2010 and 2015. Initially it was part of the COMPILAD2 project of which the author was a participant. This new project, part of a compilation exercise through which it seeks to recognize the approaches of production in formative research of the Advertising program. For the development of this purpose, the degree works were classified according to two criteria: Identification of each thesis, expresed in the collection of information such as: little, author, advisor, year of approval and methodological guidance. Line of research to which the projects of degree contibute.Item Campaña publicitaria de bien social al héroe anónimo de Cali(Universidad Santiago de Cali, 2019) Barreto Pascuet, Stephanie; Porras Mosquera, John Heiver; Meneses Mendoza, LorenaThe anonymous hero social campaign is a pilot test that was held to honor the teacher of the city of Cali, especially the teachers of the Santa Rosa institution. In order to carry out this work, topics related to publicity and social advertising, topics of situational context of teachers in Colombia and Cali, as well as general education were investigated.Item El buen uso de códigos comunicacionales como marca de Claudia López en campaña(Universidad Santiago de Cali, 2019) Motta Arias, Jean Pierre; Muñoz Joven, Luis ArmandoItem Factores psicosociales que inciden en las manifestaciones de violencia escolar de niños y niñas entre 8 y 12 años que asisten al Colegio Santa Luisa de Marillac de Cali(Universidad Santiago de Cali, 2019) Guzmán Orozco, Luisa Fernanda; Ramírez Castillo, Sofía; Sánchez Rodríguez MarielaItem La percepción social sobre los entornos de cotidianidad que tienen las menores infractoras, atendidas en el centro de formación juvenil Valle del Lili al interior del programa mujer en la sección dignidad(Universidad Santiago de Cali, 2019) Muñoz Ramos, Juan Pablo; Sánchez Rodríguez,Mariela