Estrategias publicitarias en la difusión de valores deportivos en la práctica de baloncesto en niños y niñas de la Unidad Educativa Eugenio Espejo

Abstract

Although every day there is more research that advocates sport as able to provide the human being with important physical, psychological and social benefits, its capacity for comprehensive education of the person, although there are external factors that are harmful to the malfunction of sport. On the other hand, despite the fact that sport generates many benefits, few children are actually stimulated to lead a lifestyle together with the physical - sporting practice, while insisting on physical education and school sports at the same time. the educational and training plans, since, as has been demonstrated, looking through an advertising campaign to promote an active and healthy lifestyle in boys and girls. The production and dissemination of persuasive messages focused on the values campaign in basketball opts, as a persuasive strategy, for direct communication with children. In other words, the advertiser considers that the most effective thing is to communicate with the infant, noting their ability to influence the father, a fact that defines the message itself and the intention with which it is created, which is to improve its quality of life. The advertising information prefers, mainly, by the indirect testimonial format, providing imitable situations that are used as a persuasive element. This fact fully coincides with one of the most common strategies that the child uses to acquire knowledge; learning by observation.