Browsing by Author "Romo Chagüezá, Tamara Lissette"

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    El contenido subliminal de la publicidad de Coca-Cola y su repercusión en los consumidores
    (Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn, 2024-02) Romo Chagüezá, Tamara Lissette; Gamboa Orozco, Luis Alberto
    The present study will develop a research plan where the influence of subliminal messages will be demonstrated, taking into account that subliminals are unconscious reactions of human beings interfering with both visual and auditory messages. The word subliminal means that it goes below the threshold of consciousness and that is why most human beings allow themselves to be influenced by this type of messages through messages and act unconsciously. Taking into account that human beings live in a society of consumerism where it givesus pleasure to spend on the desired product, advertising through this type of subliminalmessages and especially in the Coca-Cola campaign shows us an innate happiness thatwhen acquiring the drink we are going to be happy or have a united family as shown in the campaign, but in reality it is a frustration of desire. The main objective of this research is to reveal the subliminal messages within the different Coca-Cola campaigns, both visual and auditory, to generate some type of emotions. This discourse analysis methodology is based on a pragmatic approach, withan inquiry of type Qualitatively, a questionnaire was carried out to a group of studentsfrom the Technical University of Ambato in the seventh semester, which consisted of both open and closed questions, and a quantitative approach was carried out by observing three Coca-Coca videos