La publicidad y su influencia en las personas frente a la desobediencia de las normas de distanciamiento por el COVID-19

Abstract

Social advertising is today a vital instrument and closely linked to individuals who are trying to establish social welfare guidelines that are of interest to society at a given time. This research analyzes the influence and effectiveness of social advertising campaigns on the prevention of covid-19 infections in the city of Ambato, seeking to establish the impact it produces on its target audience. The theoretical framework is made up of the theories associated with social advertising and advertising effectiveness, analyzing the relationship that exists between the agents of change and the adopters of the message. The methodology is based on a mixed investigation, which allows to use instruments such as interviews, surveys and content analysis to carry out an evaluation and discover the basic components of the campaigns studied. The results show that advertising campaigns for the prevention of contagion of convid-19 have an influence on individuals, since the results of the variables analyzed show a greater or lesser degree of influence. Likewise, it has made it possible to establish guidelines that support the development of more effective social advertising campaigns aimed at changing attitudes, focusing on variables such as recognition and retention of the message.