Comunicación Social

Permanent URI for this collectionhttp://repositorio.uta.edu.ec/handle/123456789/894

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Subject: search.filters.subject.BELLEZA

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    Plan de comunicación para el posicionamiento de la imagen de la empresa de belleza “Glow Art
    (Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2025-03-05) Morales Valencia, Daniela Selena; Aguilar Rodríguez, William Fredy
    This research study focuses on developing strategies to enhance the market positioning of the GLOW ART brand, a company specializing in artistic and fantasy makeup, as well as the beauty industry in general. Despite the sector’s great potential, it remains underexplored, which presents both challenges and opportunities for growth. The study aimed to analyze the perception of potential customers regarding the brand and assess the likelihood of them considering it when choosing a makeup service. To achieve this, a mixed-method research approach was employed, combining qualitative and quantitative methodologies. A survey was conducted among potential customers to evaluate their awareness of the brand and their preferences regarding social and artistic makeup services. The findings revealed that, while GLOW ART has some recognition in the market, its visibility remains low among its target audience, posing a challenge to its expansion and establishment within the industry. In response to these insights, several digital positioning strategies were proposed, with a strong emphasis on Instagram, given its influence within the makeup and beauty sector. Key strategies include enhancing the brand’s visual identity, developing engaging and dynamic content, implementing customer interaction tactics, and forming collaborations with influencers and industry figures. By implementing these strategies, the objective is to strengthen GLOW ART’s market presence, increasing its visibility and recognition among potential customers and positioning it as a leading choice in both social and artistic makeup services.
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    La construcción ideal de la mujer. Caso revista Hogar
    (Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn, 2024-02) Vargas Nájera, Alisson Julie; Guamán Guadalim, Nelly Gabriela
    The media, especially women's magazines, have frequently used the image of women for their covers, conveying ideals of feminine perfection, since through their photographs they spread the stereotype of women, creating a model to be imitated in society. From this problem begins the interest of studying the covers of “Hogar” magazine, which depict an ideal woman, mother, wife and daughter, since it presents a visual language that constructs the feminine standards. This thesis aims to analyze the covers of Hogar magazine as a social discourse to understand the construction of the ideal woman. The methodology employed is a qualitative approach, through the techniques of content analysis and semiotic analysis developed through a matrix that allowed the elaboration of categories to analyze with the support and theoretical debate contributing to the research, 10 covers of the magazine were used as the main sampling element (7 published on Mother's Day, 1 highlighting beauty, 1 celebrating being a bride and the last one showing three generations of professional women in the same field). The main result of the analysis of “Hogar” magazine is that this media influences the perception of society, since it constructs and represents the image of women as "perfect" through signs and symbols that create cultural and social expectations and ideals around femininity
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    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 Carolina
    The 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 object
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    El ideario de la belleza a través de la narrativa de los dibujos animados: análisis de las películas de Shrek
    (Universidad Técnica de Ambato,Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2022-04) Pérez Basurto, Dayana Selena; Brito Alvarado, Xavier Leonardo
    The central point of this research is to present cartoons as a source of permanent teachings within the audience and than they tend to evolves over time. Thus, this thesis shows a comparison between traditional fairy tales and the following animated film deliveries: Shrek (2001), Shrek 2 (2004), Third Shrek (2007) and Shrek forever (2010) from DreamWorks in the United States. In turn, it exposes the contemporary social debate that is created around these films against themes such as beauty, ugliness, good, bad, femininity, fairy tales, among others. It also provides a quick description of the main characters, identifying physical, emotional datas, the changes that exist and their role within each delivery, in order to propose an analysis of the most important scenes of the four films, in which it is attempted to stand out these principal ideas and the irony that is shown in the changes in the production. To finally show how these four films created a new way of looking at cartoons, in which more realistic narratives can be deployed in which happiness is depreved by physica, social and cultural standards.