Browsing by Author "Ruíz Escobar, Carlos Javier"

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    La retórica de la imagen y la difusión del alcoholismo en la ciudad de Ambato
    (Universidad Técnica de Ambato. Facultad de Diseño, Artes y Arquitectura. Carrera de Diseño Gráfico Publicitario., 2019-02) Ruíz Escobar, Carlos Javier; Jordán Yanchatuña, Diego Ismael
    Ambato according to INEC statistics, alcohol consumption reaches alarming figures, especially considering that young people between 12 and 19 years are part of these statistics, that is why the research will be carried out in the Educational Units of the city, to know the reasons that lead young people to drink liquor and even other substances harmful to their health. The reason for the research is the awareness of young people through the rhetoric of the image about the harmfulness of excessive consumption of liquor in their lives and that abusing it is not a way to fit into society. The aim is to transmit powerful contents that allow us to see the reality faced by people with problems derived from liquor, for that, digital means and formats will be used since at present they are the main means of communication of societies. It was learned that the reasons why young people begin to consume liquor is the search for acceptance within a group or as a form of entertainment; It was observed that young people are not aware of how damaging the abuse of liquor can be in their personal, academic and social life, which is why there are now frequent cases of frequent consumption at an early age. That is why advertising strategies are proposed for conscientious purposes, that is, through visual formats and fashion media, we seek to reach young people and show them the reality of abuse in the consumption of alcoholic beverages, in addition, to emphasize that what today seems like a fun topic, in the future it can cause severe health problems.