El EDM (Electronic Dance Music), mediante campañas publicitarias, genera determinadas motivaciones hacia un servicio
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Authors
Romero Ruiz, Claudia NicoleAdvisors
Mejía Perea, José EduardoMezarina Castilla, Melina Haydee
Issue Date
2021-03-28Keywords
Herramienta publicitariaCampaña publicitaria
Electronic Dance Music
Advertising tool
Advertising campaign
Audio branding
Metadata
Show full item recordOther Titles
Know how EDM (Electronic Dance Music), through advertising campaigns, generates certain motivations towards a serviceAbstract
EDM son las siglas de Electronic Dance Music, es el género madre de la música electrónica moderna. Actualmente, el género Pop, Rock y Latín utilizan el EDM como género complementario y esto se ha visualizado en la publicidad. Desde los inicios de la publicidad, la música ha estado presente como un complemento de mensajes publicitarios con el fin de generar conexión con los consumidores. En esta investigación cualitativa nace con el objetivo de conocer como el EDM (Electronic Dance Music), mediante campañas publicitarias, genera determinadas motivaciones hacia un servicio. Con el objetivo general, nacieron cuatro objetivos específicos: Identificar el uso de música en las campañas publicitarias, identificar la percepción del EDM en las campañas publicitarias, analizar las motivaciones generadas con el EDM y su relación con las marcas de servicio; y diagnosticar al EDM como herramienta publicitaria. Se entrevistaron a 8 expertos de la publicidad para dialogar en base a su experiencia, conocimientos y dialogar de los casos de investigación: Plaza Vea-Campeonas todos los días y Saga Falabella-Colección #MossimoUnlimited.EDM stands for Electronic Dance Music, it is the mother genre of modern electronic music. Currently, the Pop, Rock and Latin genre use EDM as a complementary genre and this has been seen in advertising. From the beginning advertising, music has been present as a complement to advertising messages to generate connection with consumers. In this qualitative research, it was born with the aim of knowing how EDM (Electronic Dance Music), through advertising campaigns, generates certain motivations towards a service. With the general objective, four specific objectives were born: Identify the use of music in advertising campaigns, identify the perception of EDM in advertising campaigns, analyze the motivations generated with EDM and its relationship with service brands; and diagnose EDM as an advertising tool. 8 advertising experts will be interviewed to dialogue based on their experience, knowledge and dialogue of the research cases: Plaza Vea-Campeonas every day and Falabella Saga-Collection #MossimoUnlimited.
Type
info:eu-repo/semantics/bachelorThesisRights
info:eu-repo/semantics/openAccessAttribution-NonCommercial-ShareAlike 4.0 International
Language
spaCollections
The following license files are associated with this item:
- Creative Commons