El uso de la retórica publicitaria como aporte en la disminución del femicidio en la ciudad de Ambato

Abstract

The problem of study of this research project is femicide, an issue that currently afflicts the Ambateña society, which despite having a legal regulation established in the COIP in force since August 2014, there is no decrease in the registered rates, they are exposed from a chronic sensationalist point and narrated as passion crimes by the media. Within the analyzed background there is no type of publicity that has generated a severe impact. The main objective of this project is that through the generation of advertising based on rhetoric can contribute to the decrease of femicide in the city so it is necessary to collect information about the subject, know how feasible is the use of rhetorical figures and with all this to be able to propose an appropriate proposal The methodology used was of a qualitative - quantitative nature, it was necessary to obtain information in a bibliographic form, make use of data collection instruments such as interviews with professionals in the areas of advertising, graphic design, psychology and DINASED and another part to conduct surveys of young people - students between 16 and 18 years old. The results obtained allowed to determine the generation of a strategic advertising plan in which advertising graphic pieces were developed taking as a principle the use of rhetoric, in order to create awareness and generate a high impact on society.