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