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http://dspace.udla.edu.ec/handle/33000/9665| Tipo de material : | bachelorThesis |
| Título : | Análisis de la estructura del mensaje publicitario en Ecuador: la concepción de clase social en avisos de revistas de 1965-70 y 1995-2000 |
| Autor : | Carcelén Varganciano, Juan Sebastián |
| Tutor : | Rodrigo Mendizábal, Iván Fernando |
| Palabras clave : | PUBLICIDAD;FUNCIÓN PUBLICITARIA;CONSUMIDORES |
| Fecha de publicación : | 2003 |
| Editorial : | Quito: Universidad de las Américas, 2003 |
| Citación : | Carcelén Varganciano, J. S. (2003). Análisis de la estructura del mensaje publicitario en Ecuador: la concepción de clase social en avisos de revistas de 1965-70 y 1995-2000 (Tesis de pregrado). Universidad de las Américas, Quito. |
| Resumen : | Las clases sociales corresponden a un grupo relativamente homogéneo que sustenta su sistema jerárquico en base a cualidades materiales o inmateriales que diferencian a sus miembros… |
| Descripción : | The social classes correspond to a relatively homogeneous group that sustains its hierarchical system based on material or immaterial qualities that differentiate its members. In this sense, marketing and advertising take these factors into account to start the segmentation process; defining a specific market niche and choosing, also for it, other variables that characterize consumers. Once the segmentation has begun, the advertising makes use of the news media, among these the magazines, to structure a significant unit called advertisement; in it a message is conveyed to express ideas, sales arguments and acclamations, to communicate the purposes of the advertiser. In this way the advertising communication is born; a practice that has gained strength with the development of mass communication technologies, allowing you to take your message to a large number of people, where your target audience would be. Consumption is presented as an identifying component of the dominant social hierarchies; shaping itself as a way of claiming for a social position. The advertisements, in this sense, promulgate the ideologies, welfare paradigms and values practiced by its members, reinforcing the discourse through the use of stereotypes and certain cultural factors present in a community. Such factors are likely to change over time along with the dominant ideologies of certain times. By means of a comparative semiotic study, made in advertisements of Ecuadorian magazines, some transformations have been identified in terms of structuring the advertising message between the nineties and the sixties. In the ads of the sixties, belonging to a delimited social sphere or cultural and urban hierarchical values that differentiated the members of a dominant class from the rest, reflect the mentality of Modernity, where community progress is characterized by making homogeneous the expectations, rituals and attitudes of that sphere. The predominant model is the accumulation of objects, where the dominant classes are characterized by the possession of belongings of high economic and cultural value; also in this stratum, the enjoyment of technological advances and social relationships is highlighted. The announcements of the nineties are characterized by the absence of traditional models for a high social class. Currently, the self-concept of the consumer, together with the indicators for their status and lifestyle, are set by their own tendencies and their consumption capacity; the latter as a differentiating element, even within the social stratum. In this sense, Postmodernity reinforces the ideologies of the cult of objects and individualism. The culture of consuno presents these objects as symbols bearers of the values that differentiate the members of a social stratum. Thus, objects no longer are worth for their usefulness or functionality; these give meaning and characterize the ideals of superiority of the ruling classes; aspect reflected in the ostentation of goods that account for economic success, tastes and lifestyles. In this way, the accumulation of objects and capital will become the idea of symbolic accumulation, where possessions imply the cult of brands, money and pleasure. Advertising is no longer directed to collectivities but to people with certain consumption capacity, therefore, there is more social differentiation and more deterritorialization the individual because he or she is now considered a citizen of the world. At present, the implementations of technologies for graphic design play a fundamental role in the construction of advertising discourse. The brand image is presented as a fundamental entity in the construction of the idea of an object of worship; same that confers the meanings that are wanted to be assimilated by the consumer. |
| URI : | http://dspace.udla.edu.ec/handle/33000/9665 |
| Aparece en las colecciones: | Licenciatura en Publicidad |
Ficheros en este ítem:
| Fichero | Descripción | Tamaño | Formato | |
|---|---|---|---|---|
| UDLA-EC-TPU-2003-04.pdf | 56,07 MB | Adobe PDF | Visualizar/Abrir |
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