Comunicación Social
Permanent URI for this collectionhttp://repositorio.uta.edu.ec/handle/123456789/894
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Item Connotaciones del discurso publicitario de Coca-Cola en tiempos de Covid-19 en diferentes contextos geográficos(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2025-02-24) Segovia Jarrín, María Fernanda; Viteri Torres, Walter FranciscoThe present work has gathered key information to understand the connotations of advertising discourse conveyed through effective communication management by CocaCola to create and maintain an emotional connection with its customers worldwide. This project includes a historical overview of the company's advertising, emphasizing its ability to position itself in the global market as a leader in the use of emotional marketing, adapting to the realities of each locality. Additionally, it examines how the company adapted to new cultural and social dynamics that emerged during the Covid-19 pandemic. Through the analysis of advertising discourse, the study explores the messaging strategies employed during this period, highlighting crucial aspects such as the call for change, resilience, love, unity, and the importance of human connections. These narratives were tailored to the particularities of each geographic context. Thus, this research contributes to the field of advertising discourse analysis by providing a better understanding of the advertising strategies applied in contexts of despair and uncertainty. This project seeks to analyze and describe the connotations conveyed by Coca-Cola's advertising spots aired during the Covid-19 pandemic. The study employs a qualitative methodology through the application of a discourse analysis matrix, which is essential for obtaining results. It aims to uncover the deeper aspects embedded in these Coca-Cola advertising campaigns and demonstrate how employing strategies that emotionally connect with consumers can be the key to success, allowing the brand to be positively perceived in the minds of its target audienceItem Narrativa erótica publicitaria y espectacularización de la imagen de la mujer en la red social Instagram(Universidad Técnica de Ambato, Facultad d e Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2025-02-20) Chiliquinga Turusina, Alfonso Vladimir; Gamboa Orozco, Luis AlbertoIn this research entitled "THE ADVERTISING EROTIC NARRATIVE AND SPECTACULARIZATION OF THE WOMEN'S IMAGE IN THE SOCIAL NETWORK INSTAGRAM". First, it starts from a bibliographic reading with the purpose of knowing how the social network Instagram has turned eroticism into an effective advertising strategy to persuade a product or service and capture the attention of consumers through the sexualization of feminine images, through an erotic visual appeal. Then, it analyzes how content creators use the female figure to sell products or services through images related to feminine spectacularization, where only physical appearance, superficial beauty and fulfilling stereotypes matter. It also addresses the impact of publishing erotic images where the woman becomes a non-subject object, generating gender inequality. Likewise, the qualitative method was applied to analyze the images in order to understand their sexual connotations, the language they convey, whether the image provokes desire or seduction, the beauty stereotypes they use, female empowerment and whether women are considered an object or a subject. In the same way, the quantitative research method was used to know the reactions and comments of users in the publications. Then the results obtained after the quantitative and qualitative analysis, indicate that the female image does not have a clear empowerment because the woman is seen as an object for man's consumption, meeting beauty standards such as: thin and toned body, perfect skin without imperfections, thin and toned body, long and shiny hair, symmetrical faces, youthful faces without aging, big and expressive eyes, light skin, perfect curves, it must also present sensuality, erotic clothing, sensual poses. In the same way, advertisements repeat beauty stereotypes, pretending a natural beauty, which attracts society and generates greater persuasion about the product or service and the woman. Then, the woman is reduced to an object of male consumption that aims to serve and attract by fulfilling beauty stereotypes to generate persuasion and mass consumption. Finally, in order for women to achieve empowerment, they must be known for their skills, knowledge, decisionmaking, economic equality at work, and not for their beauty and sexualizationItem Facebook: promoción de emprendimientos juveniles en la ciudad de Latacunga(Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn, 2024-09) Guanoluisa Portugal, Karen Anabel; Herdoiza Mancheno, Franklin GermánicoLiving in an era where technologies continue to advance and digital media now occupy a greater space in everyday life, young entrepreneurs seeking to increase the reach of their products or projects in society must view digital media as a significant advertising advantage and opportunity. That's why this thesis aims to visualize and understand how young entrepreneurs use the digital platform Facebook to promote their products. Specifically, it examines their use of the platform's structure, messaging, timing, and advertising tools such as videos, audios, graphics, and more, which enhance audience engagement within the city of Latacunga. It's important to note that being an entrepreneur involves technical knowledge in various areas. Thus, this research focuses on the communication aspect of digital media combined with advertising. The methodology employed is a mixed approach, utilizing both quantitative and qualitative methods, including content analysis from a qualitative perspective. Techniques such as interviews, surveys, and content analysis were used to gather information thus allowing us to know that Facebook is the best option for network advertising strategy, which has allowed a substantial change in the growth and visibility of businesses, and that also covers their needs such as showing their products, talents, achievements and projects that allow a better relationship with society.Item Nuevos escenarios para la publicidad: Instagram y el caso de la empresa Zara(Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn, 2023-09) Machado Ramírez, Dayana Emilia; Guamán Guadalima, Nelly GabrielaThe following study begins with the interest in knowing the strategies that Zara has implemented in its advertising development and how it has had a quick adaptation in the preferences and needs for its advertising to be effective in capturing the attention of the Ecuadorian market. Advertising is one of the best tools to consolidate the processes of creating communication proposals aimed at strengthening both organizations and companies, especially in the contemporary context, where competitiveness has become a form of business "survival". Thus, the methodology used allows approaching the research from a mixed approach: qualitative and quantitative, which makes it possible to interpret distinctive elements of the subjects or objects of study through the analysis of the information gathered. In this particular case of research, a study of the audiovisual products of the clothing brand Zara, which are exposed in its official Instagram account, is carried out. The main objective of the research is to analyze Zara's advertising strategies on Instagram. It also aims to study the preferences that Zara takes as protagonists’ attractive young people, emphasizing predominant beauty standards and an idealization of the slim and athletic figure. The textile company Zara, is an example of how advertising designs these strategies using advertising tactics to position its products and its brand at Ecuadorian and global level. For which not only deploys sales ideas, but advertising seduction plays an important role, both to attract new customers and to create customer loyaltyItem Hipersexualización en la moda de lencería femenina: caso Victoria’s Secret(Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn, 2023-09) Coro Arias, Lizbeth Abigail; Vayas Ruiz, Eliza CarolinaThe construction of the ideology of beauty, particularly in the West, has been transforming according to sociocultural contexts, these ideas let people's imagination create ways of how to see the female body within the cultural industries, especially advertising, since it is one of the main media that create seductive narratives, in order to get more consumers. In this sense, advertising campaigns developed by companies with influence in the lingerie industry, one of them is: Victoria's Secret (VS), which propagates stereotypes that mark a "perfect body" or "beauty", these standards create meanings around the female body, for this reason this thesis aims to analyze the representation of the female body in audiovisual advertising used by the VS brand. The methodology used in the research work has a mixed quantitative and qualitative approach, through the technique of content analysis, of visual descriptive character, which allowed the elaboration of categories that were identified in advertising and with the support of a theoretical review of authors who contributed to the central theme, therefore the sample was 9 audiovisual products from 2014 to 2022 (one per year), these advertising campaigns were chosen by non-probabilistic sampling of intentional characteristics, since the researcher selects the sample to achieve the objectives. The main results indicated that there is an overload of sexuality towards the woman's body, hypersexualizing parts of her corporality, leaving it as a sexual objectItem Percepción del contenido publicitario en las transmisiones en vivo del canal digital ambato emprende TV(Universidad Técnica de Ambato,Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2022-03) Sandoval Castro Leslie Alejandra; Naranjo Gamboa, Byron OrlandoDigital channels are a means of communication that is currently used constantly and as a result of the pandemic, entrepreneurs sought ways to promote themselves through these broadcasting spaces. The digital channel Ambato Emprende TV, created by councilwoman Salomé Marín, is a tool that promotes the enterprises of the city. In January and February 2021 live broadcasts were made with interviews to Ambato businesses, with the strategy of conducting a raffle at the end of each interview to publicize the venture, depending on the category of each week. For this reason, the following study analyzes the perceptions of the participants of these interviews to know the level of effectiveness of this channel in terms of marketing strategies and advertising content used. To achieve the stated objectives, a survey and an in-depth interview were conducted, the survey was online with 16 questions, the same that was sent to the participating entrepreneurs; in addition, using the Likert scale, the perception of each of them was determined, measuring the level of satisfaction or if they agreed with the question asked. The in-depth interview was conducted through the zoom platform, to one of the participants, which helped to analyze in detail the aspects to be studied. It is also important to point out that this research is based on authors and theoreticians who base in a bibliographic way to verify the information issued in this research work.Item 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 RuizThe 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.Item Community manager: marketing digital de las medianas y grandes empresas de la ciudad de Ambato ecuador en relación con la publicidad en la televisión como medio de comunicación(Universidad Técnica de Ambato. Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2021-03) Soto Rivera, Erick Israel; Viteri Chávez, Walter FranciscoThe community manager: digital marketing is peoples new daily life, taking in to consideration are current situation with the global pandemic, virtual platforms have become direct participants of communication between people, reason why the ecommerce hasnt only established itself as a strategy in search for optimum results but as a neccesity for all companies through community management which has taken place as such and has kept them standing with continuous economic and comercial developement. We must also take into consideration that digital marketing keeps low costs in comparison to traditional means of communication and reaches almost every corner of the world, which ensures greater effectiveness with respect to the dissemination and positioning of the brand, product or service, which is a great advantage in relation to traditional media. In addition, social networks have gained strength, since society is interconnected and an example of this is Facebook which has come to adopt ecommerce as part of its platform and has been obtaining positive results in this regard. Meaning that social networks have come to influence the purchases and acquisitions of different digital consumersItem La imagen publicitaria desde la perspectiva de género en los medios impresos entre la época contemporánea y posmoderna(Universidad Técnica de Ambato. Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2021-02) Ruiz Durán, Erika Fernanda; Guamán Guadalima, Nelly GabrielaAdvertising plays an important role within society, because through this unimaginable things can be made known that make people have certain behaviors or desires to achieve life or the articles offered by the media through their advertisements. In this way, it is important to highlight that they show ideals or behaviors that minimize, discriminate and undermine the dignity, honor, self-esteem and value of each individual. In the present research work, 14 images between the years 1950 and 2019, belonging to the newspaper "El Heraldo" of the city of Ambato, were analyzed, where they show how over the years the image of women was denigrated, objectified and sexualized for the sale of products. At present, there is another perspective regarding these publications due to certain movements that watch over women's rights, in this case “feminism” and public policies that in some way regulate that women are not taken as a object for consumption. Likewise, the quantitative methodology is of vital importance in this project to understand the proposed phenomenon; The techniques applied were the analysis of contents and indicators that help to understand when? where? and because? these macho publications were stopped.Item Ley orgánica de comunicación y sexismo publicitario hacia la mujer en la televisión ecuatoriana(Universidad Técnica de Ambato. Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2020-11) Villacís Aldaz, Evelyn Gissela; Gamboa Orozco, LuisThis thesis consists of an analysis and study of the Law of Communication and its compliance based exclusively on sexism towards women in the advertising of our country. The central objective is to demonstrate whether the Organic Law on Communication in advertising transmitted by Ecuadorian television with respect to women is being violated, and through the results obtained to provide relevant research information in order to contribute through the present, citizen participation and critical awareness, based on respect for human dignity, as is the case with the dissemination of audiovisual content, specifically advertising, which has allowed access to sometimes unrealistic, inadequate and superficial information, assuming sexist tendencies, which show and strengthen the image of a woman with characteristics that do not necessarily correspond to the reality of most women and above all assuming roles of little political, economic and educational value. To achieve the above, information was collected based on a sample of convenience, because seven main channels were chosen that are broadcast at the national level, without difficulty, because the spots broadcast on television Ecuadorian have been recorded in a systematic way according to a specific schedule and day for each channel. After mentioning this, the samples of the seven television channels were Ecuavisa, RTS, TC televisión, Teleamazonas, Ecuador TV, Canal Uno, Gamavisión, Ecuador's main channels. In this part of the research, after conducting the study of the spots of the channels selected for the collection of information material and personal selection by the character that follows this research, according to the results obtained, the spots advertising have a notorious sexist tendency. Therefore, the breach of the Organic Law of Communication is evident, specifically with articles concerning the laws of gender-based violence and advertising sexism. It is recommended to make a decalogue of good practices for non-sexist advertising, creating a guide and suggestion that seeks to raise awareness about the impact that mass messages can have on society