Browsing by Author "Ortiz Luzuriaga, Milena Anahí"

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    La publicidad como herramienta de concientización para erradicar el machismo en la provincia de Tungurahua
    (Universidad Técnica de Ambato. Facultad de Diseño y Arquitectura. Carrera de Diseño Gráfico., 2022-03-24) Ortiz Luzuriaga, Milena Anahí; Pilamunga Poveda, Efraín Marcelo
    Machismo is a set of attitudes and behaviors that unfairly violate the life and dignity of women compared to that of men, this is presented in different surroundings and also variants. Its main characteristic is the degradation of the female gender. This integrating project seeks to make the population of Tungurahua aware of this problem and, in turn, reduce the rates of violence. In the investigation, the different methods and techniques for data collection were applied, obtaining real information, which contributed to the execution of the proposal. Studies by different authors who talk about machismo and neuroadvertising were analyzed and professionals from both fields were also interviewed. The proposal is the advertising campaign "Love does not leave marks", based mainly on neuro-advertising and the creation of advertising pieces that apply it. The concept of the campaign is divided into two, the positive brands and the negative brands of love, so the following campaign is designed to be developed in 3 weeks and correctly report these two types of brands.