Facultad de Humanidades y Artes
Permanent URI for this community
Browse
Browsing Facultad de Humanidades y Artes by Issue Date
Now showing 1 - 20 of 285
Results Per Page
Sort Options
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 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 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 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 Diseño de estrategia de marketing digital para Jep Mobiliari(Universidad Santiago de Cali, 2019) Navarrete Ruiz, Michelle Daniela; Berrocal Alzate, Nataly; Rodríguez Bran, Luis Esteban; Guzmán Beltrán, IngridThis paper proposes the design of a digital marketing strategy for the furniture company JEP MOBILIARI, where the positioning of the brand in social networks will be affected through contents that demonstrate the experiences evoked by the company's products. The opportunity to carry out this work is based on an analysis of the DOFA matrix where internal and external issues of the company are observed and compared, which provide timely information for the use of the most effective communication strategies that impact the strategic target audience, achieving strengthen ties with customers and interested community. Also, an association study was conducted to identify the type of content that will be published on the social media of JEP MOBILIARI.Item Rediseño de la marca de la empresa “Comercializadora Mariser” a través de un manual de identidad corporativa para fortalecer el reconocimiento en sus clientes para el 2020(Universidad Santiago de Cali, 2019) Rengifo Serna, Nicolás; Cuéllar Arenas, JhoinerThe company Comercializadora Mariser is dedicated to the production of key rings, buckles and ironworks, where nickel bath and gold bath are worked. It is necessary to make the redesign based on the above mentioned and an investigation so that is closer to what the company does. The current situation of the company will be analyzed; the great problem it has been thorugh in recent years. The brand of the company is discussed with respect to its current corporate visual identity until the redesign where it will be implemented in a brand manual. This Project is a Brand guide for the company “Comercializadora Mariser”, a re-design for the logotype will be perfomed for the company to have a better corporative image. In this research work is made the description of the product market offered by Comercializadora Mariser, it will take several background that would be undergraduate thesis to serve as a guide and help for the realization of this corporate identity manual.Item Narración audiovisual del trabajo que realizan tres mujeres transgénero a través de la Webcam(Universidad Santiago de Cali, 2019) Sevilla Rosales, Sandra Liliana; Grisales Meneses, Carlos Yesid; Múñoz Joven, Luis ArmandoLa narración de la vida de las personas implica una tarea dispendiosa de consentimientos cuando se trata de uso de medios de comunicación. La narración audiovisual se caracteriza por su talante subjetivo, personal, pero circunscrito en el entorno de interrelaciones que se establecen en el contexto público. Por el interés social, el presente trabajo se refiere a una narración de tipología documental acerca de tres mujeres-transgénero que trabajan como modelos webcam. De ellas, se tiene en cuenta los aspectos relevantes de sus vidas, las funciones de forma de trabajo en internet, y su relación contextual con su comunidad y la sociedad. Allí se permean diferentes visiones de mundo, y se destaca la intención de romper tabúes acerca del transgenerismo. Las dimensiones que circunscriben la narración se basan en la cotidianidad, con sus familias, el apoyo de personas y la opción de un trabajo que les genera ingresos. Esta narración, con título Un Dia Con Modelos Webcam Transgénero, muestra un contraste en la formación tradicional de la sociedad y el aprendizaje que puede darse al presentar los tres casos de „Tatiana‟, „Isabel‟ y „Chanell‟; por sus historias de vidas representadas en una realidad sensible.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.Item Plan de comunicación estratégica para posicionar la marca Animaltón en la ciudad de Cali(Universidad Santiago de Cali, 2019) Rincón Palacio, Dahyana Julieth; Sossa Arenas, Francy Lorena; Peña, Claudia PatriciaThis document aims to present the process carried out in the development of the proposal of the Strategic Communication Plan for the positioning of the Animaltón brand in the city of Cali, considering the importance of having this tool for any organization to achieve compliance with Your ultimate goal The strategic communication of a company is everything it says about itself for this purpose is presented to the Organization A.V.A. (Animal Voice Alliance) that has a current Animaltón brand, said brand has an event that will take place on September 7 and 8 of this year, which allows direct contact with the problem and the environment, becoming in a real commitment to contribute to the improvement of the welfare of abandoned animals in the city. Taking into account the above how publicists decide to contribute to this work in the care and welfare of unprotected animals, designing a communication plan in order to increase donor support, and volunteers for the cause.Item 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 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, Mariela (Asesora)Item 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 (Asesora)Item 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 Armando