Browsing by Author "Mayorga Palacios, Nicolás Andrés"

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    Campañas publicitarias gráficas de las casas de moda y su repercusión en consumidores jóvenes
    (Universidad Técnica de Ambato. Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2021-06) Mayorga Palacios, Nicolás Andrés; Eliza Carolina Vayas Ruiz
    The apparel industry, through its advertising strategies to promote the consumption of its products (clothing, handbags, perfumes, accessories), transmits messages loaded with symbols, signs, colors or shapes; This content, when used by high fashion houses (Burberry, Hermès, Dolce & Gabbana, Versace, Dior), spread stereotypes and aesthetic values in their graphic advertising campaigns, which evoke elegance, luxury, power and high social or economic status, producing emotions and needs in society, with unfavorable results for the physical and mental health of consumers; for this reason, the main objective of this research is to analyze the characteristics, archetypes and semiotics of advertising campaigns in the advertising of fashion houses. The study work was conducted under the quantitative approach, which, through content analysis as a technique, gives way to study and categorize the visual patterns identified in these advertising posters, for which 9 high fashion brands were selected, in order to collect 10 representative graphic advertising campaigns for each of the fashion houses, obtaining a total of 90 ads to be classified and coded according to the proposed variables, it is worth mentioning that the individuals present in the posters were taken as the unit of analysis. The main results indicated that there are several patterns that feed and reinforce social stereotypes based on a constant repetition of images where beauty and elitism predominate by showing women with delicate aspects or dominant men as synonymous with success, fame, power and elegance. These aspects, when disseminated through the media, provoke false perceptions, physical or mental imbalances and the need to be accepted in social groups.