Arquetipo de héroe y masculinidades en Gillette, We believe. The best man can be
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Authors
Gutierrez Belleza, Marco EdduIssue Date
2019-11-29
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Archetype of hero and masculinities in Gillette, We believe. The best man can beDOI
http://doi.org/10.19083/tesis/653318Abstract
Este artículo investiga el arquetipo del héroe y masculinidades en la publicidad. El proyecto se centra en validar: 1) la posibilidad de cambio en las actitudes heteronormativas en estudiantes varones de las facultades de Letras, Ingeniería y Artes de UNMSM, UNAC y ENSAD. 2) La resistencia al cambio de este grupo objetivo frente a un discurso igualitario del género. Se utiliza el caso Gillette: We believe. The best man can be como discurso publicitario arquetípico. En base a una muestra no representativa (n=297), se expone baja variabilidad estadística en el promedio general. No obstante, sí se observa cambios de mayor solidez en variables específicas como el rol de género familiar y la expresión corporal masculina. Se sugiere la existencia del cambio actitudinal en la muestra, empero se visualiza rechazo a la persuasión y contradicción en la dimensión igualitaria de género.This article investigates the archetype of the hero and masculinities in advertising. The project focuses on validating: 1) the possibility of change in heteronormative attitudes in male students of the faculties of Humanities, Engineering and Arts of UNMSM, UNAC and ENSAD. 2) The resistance to change of this target against an equal gender discourse. The Gillette case is used: We believe. The best man can be as an archetypal advertising speech. Based on a non-representative sample (n = 297), low statistical variability is shown in the general average. However, there are changes of greater solidity in specific variables such as the role of family gender and male body expression. The existence of attitudinal change in the sample is suggested, but rejection of persuasion and contradiction in the gender equality dimension is visualized.
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info:eu-repo/semantics/bachelorThesisRights
info:eu-repo/semantics/embargoedAccessAttribution-NonCommercial-ShareAlike 4.0 International
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Solicitud de envío manuscrito de artículo científico.ae974a485f413a2113503eed53cd6c53
http://doi.org/10.19083/tesis/653318
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