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 Chef Burger: la simplicidad como instrumento de posicionamiento para la marca entre el año 2014 y 2018 en Cali(Universidad Santiago de Cali, 2019) D´Croz Alderete, María Paula; Mina Romero, Daniela; Cuevas, HectorIn this project we choose to carry out an investigation of Chef Burger brand positioning, from 2014 to 2018 in the city of Cali, using the concept of simplicity under the methodology of semi-structured interview and field work, with the intention of knowing Direct way to their clients, analyze them, observe the behavior and their choices, know what they think of the place and why they choose to be there?, Taking a tour of the history of the brand, recognizing its interest in being a company with a social sense, that prefers to do things in a different way, that establishes its work team as a priority and prefers to be practical and inclusive, opting to sell more an experience that a service, through its fresh communication and its commitment to the idea of doing everything with love, which is based on its brand values, respect, tolerance, honesty and simplicity, the latter being the key instrument that allows them its current positioning.Item Manejo propagandístico de facebook de los candidatos Jorge Iván Ospina y Alejandro Eder(Universidad Santiago de Cali, 2019) Losada Ospina, Diego Armando; Muñoz Joven, Luis ArmandoItem Formulación de campaña publicitaria para el lanzamiento de helados Cremo Rico en Cali(Universidad Santiago de Cali, 2019) Betancur Marulanda, Luisa Fernanda; Vargas Londoño, Ángela Patricia; Vélez Franco, Luis FelipeThe following work shows the different steps that must be carried out for the introduction to the market of a new product; campaign tracking, target audience segmentation, communication and creativity strategy. In this case, they are the Cremo Rico ice cream, which are handmade without any kind of additives, which allows them to be included in the category of rich and healthy products. Ice cream Cremo Rico was chosen as a brand because it is a mass consumption product that is in an expansive period, in a highly competitive market creating a healthier alternative that is the artisanal ice cream that has reached great height in recent years. The target group to which the creamy ice cream is directed will be determined, which is ample because the ice creams are consumed by all people in general and more in the city of Cali that high temperatures mean that everyone wants an ice cream to refresh; also the most appropriate advertising pieces will be chosen for an optimal promotion and knowledge of the product, those that allow the consumer to recognize the flavors and imagine the sensations in their palate these same.Item Análisis de cambios en la competencia oral en los adolescentes infractores del Centro de Formación Juvenil Buen Pastor (Cali) a través de las cápsulas radiales(Universidad Santiago de Cali, 2019) Santibañez Zamudio, Mauricio Andrés; Behar Leiser, OlgaColombia es escenario de diferentes fenómenos que han nacido como consecuencia de la violencia urbana en esas las principales ciudades, debido a que no se encuentran garantías laborales y apoyo por parte de las entidades encargadas, acuden a la delincuencia como modo de subsistencia la falta de garantías por parte del estado es también el dinamizador de deficiencias en el sistema educativo, violencia intrafamiliar y demás situaciones que afectan el sano desarrollo de la infancia y a la adolescencia. Para luchar en contra de las situaciones que afecta, a la población infantil y adolescente de Colombia, se promulgó la Ley de Infancia y Adolescencia (Ley 1098 de 2008), que tiene por objeto establecer normas sustantivas y procesales para la protección integral de los niños, las niñas y los adolescentes. Esta ley garantiza el ejercicio de derechos y libertades consagrados en los instrumentos internacionales de Derechos Humanos, en la Constitución Política y en otras leyes, así como el restablecimiento de sus derechos, cuando estos han sido vulnerados.Item Manual de identidad corporativa: Moon Inked, Cómics en camisetas estampadas(Universidad Santiago de Cali, 2019) Mendez Patarroyo, Santiago; Tamayo Rivera, Juan Diego; Castañeda Morales, Andrés FelipeIn this work you will find the fundamental parameters for the creation of the brand of “Moon Inked” printed t-shirts evidenced in the corporate identity manual. The researched antecedents at international and national level will be shown, recognized authors who expose the importance of brand identity in current markets, as well as other researchers who expose a series of aspects and concepts that have been considered important for this work. To raise the proposal presented in the work, the decision of the target audience was taken into account, who was consulted to define the brand, based on the habits, customs and behaviors that made it relevant.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,MarielaItem Las claves del SEO en la gestión de las marcas(Universidad Santiago de Cali, 2019) Zambrano Perez, Arles Fernando; Meneses Medina, LorenaItem 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 Valoración de la mujer caleña entre 40 a 55 años de edad sobre dos spots publicitarios transmitidos por el canal Caracol(Universidad Santiago de Cali, 2019) Castrillón Parra, Kelly Yuleny; Aguilera, Pedro PabloIn this work of research, the objective is to recognize the opinions and perception of women of ages between 40 and 55 years old who live in the comuna six of Santiago de Cali, in relation to two spots that were broadcasted on Canal Caracol back in 2018 through two focus groups. The investigation is supported by a bibliographic review about women and their role in advertising communication in massive media, also with the description of the selected spots in an advertising breakdown format. The information analyzed suggest an evident transformation of the role and female representation in massive media. Likewise, it describes findings in the female audience as spot viewers. Finally, it is proposed the creation of an entity in Colombia supported by projects and departments of research nationwide following the example of other countries, so they can regulate advertising in order to ensure and protect the rights and media representation of women in the country.Item Propuesta de campaña publicitaria con enfoque social para el reposicionamiento de marca de la Fundación Lazarolandia de la emisora Tropicana Cali(Universidad Santiago de Cali, 2019) Jaramillo Zapata, Dario Antonio; Patiño Mejía, Angie Juleyni; Londoño Ossa, Miguel ÁngelEl lector encontrará en el siguiente documento, una recopilación de información que muestra la dificultad social que representa la creciente población de animales domésticos en situación de calle, y cómo desde la disciplina de la publicidad se puede abordar dicha problemática con el objetivo de aportar a la mitigación de la situación expuesta. Con el fin de brindar un contexto, en las siguientes páginas se encuentran definiciones y conceptos que permiten al lector entender la forma en la que este trabajo de grado pretende abordar dicha situación, así como también se presentan algunos trabajos publicitarios cuyo objetivo ha sido el de aportar de forma significativa, al mejoramiento de la calidad de vida de los animales sin hogar y maltratados.