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http://dspace.udla.edu.ec/handle/33000/11003Registro completo de metadatos
| Campo DC | Valor | Lengua/Idioma |
|---|---|---|
| dc.contributor.advisor | Chalá Mejía, Danny Priscila | - |
| dc.creator | Díaz Reinoso, Natalia Monserrat | - |
| dc.date.accessioned | 2019-05-22T22:25:23Z | - |
| dc.date.available | 2019-05-22T22:25:23Z | - |
| dc.date.issued | 2019 | - |
| dc.identifier.citation | Díaz Reinoso, N. M. (2019). Campaña de concientización sobre los estereotipos de género en el ámbito de los productos de belleza. Caso: Yanbal (Tesis de pregrado). Universidad de las Américas, Quito. | es_ES |
| dc.identifier.other | UDLA-EC-TPU-2019-02 | - |
| dc.identifier.uri | http://dspace.udla.edu.ec/handle/33000/11003 | - |
| dc.description | Stereotypes and prejudices have a cultural and collective base that results from the socialization process we enter from birth and upon being accepted in any social structure: family, neighbourhood group of friends, school, etc. (Casal, 2005). They are important for humane relationships, because they contain diverse stimuli that contribute to the collective mind and, thus, to the generation of tendencies or ideals. Beauty is one of the collective conceptions understood through gender stereotypes perceived as correct. In today's society, it is considered as an intangible ideal that women, as a majority, wish to reach in order to fit in or mingle with people that belong to the same environment. Women conceive beauty as a fundamental pillar for their social performance, and utilize makeup with the intention if hiding what they deem as imperfections, in order to fit in according to the ruling stereotypes imposed by society. This conception shows women tend to follow the media-imposed beauty standards of their environment, especially those that are shown in publicity. The campaign proposed in this academic text, focused on Yanbal brand, aims to change the common stereotype of “the ideal woman” so as to enable women to cast aside the “perfect beauty” cliche. It also proposes the creation of the Authentic Season, where Yanbal will encourage women to feel secure about their innate beauty and to be really authentic, unifying their conceptual focus of “feminine empowering” with their visual focus aligned with the images of real women. | en |
| dc.description.abstract | Los estereotipos y los prejuicios tienen una base cultural y colectiva resultante del proceso de socialización en el que entramos desde nuestro nacimiento e incorporación a cualquier tipo de estructura social: familia, grupo de amigos del barrio, escuela Casal, 2005... | es_ES |
| dc.format.extent | 139 p. | es_ES |
| dc.language.iso | spa | es_ES |
| dc.publisher | Quito: Universidad de las Américas, 2019 | es_ES |
| dc.rights | openAccess | es_ES |
| dc.rights | Atribución-NoComercial-SinDerivadas 3.0 Ecuador | * |
| dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/3.0/ec/ | * |
| dc.subject | CAMPAÑAS PUBLICITARIAS | es_ES |
| dc.subject | YANBAL | es_ES |
| dc.subject | APARIENCIA PERSONAL | es_ES |
| dc.subject | COSMÉTICOS-INDUSTRIA Y COMERCIO | es_ES |
| dc.subject | ESTÉTICA | es_ES |
| dc.title | Campaña de concientización sobre los estereotipos de género en el ámbito de los productos de belleza. Caso: Yanbal | es_ES |
| dc.type | bachelorThesis | es_ES |
| Aparece en las colecciones: | Licenciatura en Publicidad | |
Ficheros en este ítem:
| Fichero | Descripción | Tamaño | Formato | |
|---|---|---|---|---|
| UDLA-EC-TPU-2019-02.pdf | 217,2 MB | Adobe PDF | Visualizar/Abrir |
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