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Browsing Publicidad by Subject "Belleza"
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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 Plan estratégico de comunicación publicitaria para fortalecer el posicionamiento del salón de belleza “Anzayak” ante su target en el barrio el caney de la ciudad de Cali para el año 2022(Universidad Santiago de Cali, 2022) Álzate Gallego, Karol Tatiana; López Caicedo, Leslie Andrea; Henao Bermúdez, Juan ManuelThe present project is based on the recognition of the problem that experiences the beauty salon “Anzayak”, namely, the affectation of brand positioning caused by three factors: the influence of Covid-19 in the economic crisis of the years 2020 and 2021, the change of the local where establishment was located in August of 2020, and the increase of the competitive environment f of September of the same year. In front of which it raises the purpose of proposing a strategic plan of advertising communication to strengthen the positioning of the beauty salon “Anzayak” in view ogivenet in the neighborhood El Caney of Cali for the year 2022. To develop that goal will implement actions like analyzing the current situation of the advertising communication of the beauty salon “Anzayak” in the market of the neighborhood El Caney. On tof he other hand, the identification of the characteristics and perceptions of the consumers about the beauty salon, and finalizes with the approach of the advertising tactics which allows the strengthening of the communication of the beauty salon of the beau of its consumers. Consequently, it is expected that the results obtained with the project described will help to improve the positioning of the beauty salon “Anzayak” in the neighborhood El Caney of the city Cali inr tof he yof ear 2022