Comunicación Social
Permanent URI for this collectionhttp://repositorio.uta.edu.ec/handle/123456789/894
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Item Influencers y Belleza: Las narrativas mediáticas de Tammy Parra y la Fashionista en Instagram(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2026-07-10) Morales Cacpata, Kerly Lisbeth; Viteri Torres, Walter FranciscoCurrently, social media has become a highly impactful platform, even constructing and disseminating certain ideals about beauty, particularly on Instagram. Through this medium, many content creators have influenced users regarding aesthetic standards. Therefore, the objective of this study is to describe the media narratives of beauty created by influencers Tammy Parra and La Fashionista on Instagram through their posts. The methodology applied was a qualitative approach based on analyzing the content of both content creators' posts. An analysis matrix was created to identify the narrative elements linked to beauty. The results revealed that both content creators construct different narratives about beauty. One identifies with and is based on traditional standards, while the other presents a more inclusive narrative based on breaking stereotypes and creating authenticity. In this way, it becomes clear that narratives are not solely defined by physical or aesthetic aspects, but also incorporate feelings, emotions, and identity. There are publications that promote selfimprovement and humor, creating a stronger connection with their followers. Each content creator has a significant impact and influences the perception of beauty. In conclusion, we can see how social media plays an important role today and how influencers are setting their own trends, which their users follow. This, in turn, shapes the discourse on beauty, breaking down stereotypes among their fansItem La publicidad de Coca-Cola y sus representaciones en el imaginario memorial de los consumidores(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2026-01-21) Navas Cruz, Jessica Lisbeth; Viteri Torres, Walter FranciscoThis study examines how Coca-Cola’s advertising contributes to the construction of a memorial imaginary among Ecuadorian consumers. The research assumes that the brand operates not only as a commercial product but also as a cultural symbol linked to emotions, memories, and shared narratives. A quantitative, descriptive, and cross-sectional design was used. The structured questionnaire—organized into ten dimensions addressing symbolic, emotional, narrative, and memorial aspects—was administered to 270 students from the Universidad Técnica de Ambato in the fields of Communication, Social Work, and Law. These dimensions made it possible to identify how the brand activates personal and collective associations within its audience. Findings indicate strong symbolic recognition: the brand’s colors and imagery are instantly connected to values such as joy, familiarity, and unity. Emotional responses, particularly nostalgia and happiness, appear with moderate intensity, suggesting that advertisements evoke memories without always generating deep emotional bonds. Coca-Cola is present in both individual and collective memories, although these recollections do not always match the experiences portrayed in advertisements. Inferential results show that consumption frequency is the strongest predictor of favorable perceptions, while sex and age do not exhibit significant effects. Overall, the study reveals that Coca-Cola sustains a solid symbolic and memorial presence, yet its capacity to shape deep identification is limited. University students demonstrate a critical perspective, recognizing advertising strategies without fully internalizing themItem Lenguaje e Inteligencia Artificial: Contenido gráfico en campañas publicitarias(Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2026-01-20) Llumiquinga Pazuña, Génesis Daniela; Ortega Arcos, Wagner EnriqueThe objective of this research is to determine how language and artificial intelligence are used in the creation of graphic content for advertising campaigns, specifically in the creation of visual arts (images). To achieve this, a literature review of academic articles related to the topic was conducted, as well as an analysis of different types of graphic content created by artificial intelligence used in advertising campaigns and a measurement of audience opinion regarding these graphic arts. The methodology included the use of technological tools such as Copilot, Canva, and Facebook, which allowed us to find images created by artificial intelligence for advertising campaigns and images created by graphic designers of advertising brands, which could then be compared and used to gauge public opinion regarding these visual arts. The results highlighted that a large proportion of those surveyed can identify graphic art made by artificial intelligence, but would like graphic designers and advertising agencies to be familiar with AI technological tools so that they can implement them in the creation of images for advertising campaigns. However, when comparing an image created by AI with one created by a graphic designer, it was possible to reveal what each image conveys to the public. Not only was there a differential comparison between the two, but it was also possible to observe what people want to see in the graphic art of an advertising campaign.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.