Nuevos escenarios para la publicidad: Instagram y el caso de la empresa Zara

Abstract

The 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 loyalty