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http://dspace.udla.edu.ec/handle/33000/5470| Tipo de material : | bachelorThesis |
| Título : | Análisis de las campañas de publicidad sobre preservativos en la ciudad de Quito en medios digitales y convencionales |
| Autor : | Rosero Valarezo, María Cristina |
| Tutor : | Villacrés Lara, María de la Paz |
| Palabras clave : | CAMPAÑAS PUBLICITARIAS;MEDIOS DE COMUNICACIÓN |
| Fecha de publicación : | 2016 |
| Editorial : | Quito: Universidad de las Américas, 2016 |
| Citación : | Rosero Valarezo, M. C. (2016). Análisis de las campañas de publicidad sobre preservativos en la ciudad de Quito en medios digitales y convencionales (Tesis de pregrado). Universidad de las Américas, Quito. |
| Resumen : | La investigación trata sobre cuál es el impacto que generan las campañas de publicidad sobre preservativos en la ciudad de Quito en medios digitales y convencionales, lo cual permite conocer a fondo el comportamiento de género tanto femenino como masculino respecto a métodos anticonceptivos, por la razón de que en el Ecuador todavía se los considera temas tabúes... |
| Descripción : | This research is about what is the impact that the advertising campaigns generate on condoms in the city of Quito in digital and conventional media, which allows to know the behavior of both female and male about contraceptive methods, for any reason in Ecuador is still considered taboo. In recent years, the country has greatly improved the topic of communication on sexuality to young people, since they have created advertising campaigns to inform adolescents about how to lead an active and resonsible sex life and a proper way to use contraception. In Ecuador there is a large percentage of pregnant young adolescents, demonstrating that there is a communication problem on sex education by parents and young people in the same way by schools toward the students. Through the results of the research, various factors were determined on the behaviour in the three surveyed groups. Both groups Colegio Nacional Conocoto, and Martin Cereré High School and the young people from 20 to 24 years old agree that it is necessary to use condoms during sex to prevent unwanted pregnancies and sexually transmitted diseases. Sex education and a clear communication by parents to their children is really important, since it is the only thing that can help them make good decisions before having sex without responsibility. Advertising campaigns on condoms must improve the way they communicate their products and benefits for consumers and make them feel they are effective and can identify with them. "Education is not the answer to the question. Education is the way to find the answer to all questions” (Allin, 1936) |
| URI : | http://dspace.udla.edu.ec/handle/33000/5470 |
| Aparece en las colecciones: | Licenciatura en Publicidad |
Ficheros en este ítem:
| Fichero | Descripción | Tamaño | Formato | |
|---|---|---|---|---|
| UDLA-EC-TPU-2016-27.pdf | 2,01 MB | Adobe PDF |  Visualizar/Abrir |
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