Comunicación Social
Permanent URI for this collectionhttp://repositorio.uta.edu.ec/handle/123456789/894
Browse
2 results
Search Results
Item Estrategias de comunicación digital y la percepción de los usuarios de redes sociales durante la campaña electoral de Daniel Noboa a la presidencia de la república en octubre 2023(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2025-02-20) Andrade, José Luis; Viteri Torres, Walter FranciscoThis project focuses on the analysis of Daniel Noboa's presidential campaign in Ecuador during the 2023 elections, with an emphasis on communication strategies and persuasive elements used to connect with the electorate. The problems that Noboa addressed, such as insecurity, unemployment and lack of opportunities for young people, are examined, allowing him to establish an emotional connection with the population by demonstrating a deep understanding of their concerns. The campaign is notable for the use of cardboard dolls, known as "Cardboard Noboa", which became a distinctive symbol. In addition, the communication tools used are analyzed, such as social networks, interviews in traditional media and the construction of messages and the color violet used in the campaign. The methodology includes a qualitative study on communication strategies and their impact on the perception of the electorate. The objectives of the analysis are to evaluate the persuasive impact of the positioning strategies applied in favor of the candidate, identify the tactics used by other candidates and compare their effectiveness. The national reality is also considered, including the assassination of Fernando Villavicencio, which influenced the vote by generating an emotional response among Ecuadorians. This comprehensive approach provides a clear vision of how communication strategies managed to connect with voters and position Noboa as a viable option to lead the countryItem 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 AlbertoThe 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