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Browsing Publicidad by Subject "Adolescentes"
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Item Análisis de la percepción sobre los estereotipos de belleza de la mujer con respecto al spot publicitario de Dove del año 2021(Universidad Santiago de Cali, 2023) Garzón Laguna, Maira Daniela; Rosales Buitrago, Alexa Carolina; León Muñoz, John JairoThe following advertising project aims to analyze the perception of wome´s beauty stereotypes with respect to the Dove advertising spot of the year 2021 “Que hay detrás del selfie”, starting from a comparison between men and adolescent women of the ethno-educational institution “La anunciación”. For which a process is fragmented into four phases; The first phase is carried out four docuemntary analysis shetts generating a discussion between the author and the contribution towards stereotypes in general and classifying them. In the second phase, a survey is carried out to collect information about what is the previous knowledge that adolescents hace in the face of beauty stereotypes and which they can identify. In the next pahse , a series of interviews are implemented in order to establish the diferrent opinions about the spot displayed.And in the last phase, a comprative table is proposed between the results of both positions( men and women).Through this process, it is expected to obtain recognition about how beauty stereotypes influence the media in adolescents through advertising .Item Campaña publicitaria de bien social para el programa “vértigo” en el barrio Manuel María Buenaventura de Cali para el año 2020(Universidad Santiago de Cali, 2020) España García, Carolina;; Nieto Bocanegra, Leidy Vanessa; León, John JairoIn this work, the fundamental parameters are found to design a social good campaign for the Vertigo program of the Ministry of Sport and Recreation of Cali. These parameters are supported by antecedents, undergraduate studies that have marketing and advertising research as a starting point, social good campaigns, advertising activities and strategies, case analyzes that have national and international advertising and sports as their central theme, authors and connoisseurs who support the decision and talk about the importance of sport in the education of children, young people and adolescents, as well as the laws that oblige the right to sport to be fulfilled in the Colombian population and research that supports the decision and actions that are carried out in the design of the social good campaign in adolescents from 12 to 19 years of age in the Manuel María Buenaventura neighborhood of Cali. The methodology to be used is coupled to the purpose of the investigative work and important information is collected to promote through a campaign that the target audience begins to practice a sports activity, specifically extreme sports. Their habits, customs, behaviors are identified as bases or pillars in the theoretical support for the creation of the advertising campaign. The means and tone of communication are known, its competence, added value; In addition, insight is identified and the creative concept is created as the main axis for the campaign.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.