¿Esta marca me representa?: Una mirada a los estereotipos de la mujer en la publicidad y su actitud hacia la marca
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Authors
Mansilla Vera, AndreaIssue Date
2019-11-26Keywords
Estereotipos de géneroRoles de género
Actitudes hacia la marca
Redes sociales
Gender stereotypes
Gender roles
Brand attitudes
Social networks
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Does this brand represent me?: A look at the stereotypes of women in advertising and their attitude towards the brandDOI
http://doi.org/10.19083/tesis/653385Abstract
Los estereotipos de la mujer en la publicidad son un tema de varias décadas de investigación, debido a que viene siendo representada de una manera inferior en roles tradicionales que no se identificarían con el perfil de una mujer en la actualidad, y ocasionaría una actitud desfavorable hacia una marca. El objetivo de esta investigación es analizar qué estereotipos de género son percibidos por las mujeres entre 20 y 24 años de edad para generar una percepción favorable de sus actitudes hacia la marca Pilsen Callao en Facebook. Es un estudio cualitativo compuesto por estudiantes mujeres cuyas edades oscilan entre 20 y 24 años, de las carreras de Medicina Humana e Ingeniería Ambiental. La investigación permitió conocer sus perspectivas. Los hallazgos demostraron una percepción favorable sobre roles de la mujer en igualdad de género con un hombre, que las motivaría a interactuar en Facebook y afianzar lazos emocionales con la marca, lo cual estimularía el compromiso del usuario por esa.Women gender stereotypes in advertising is a topic that has been researched for several decades, in which they have been represented on a lower position than their male counterparts in traditional roles, roles that women today would not be identified with and that would cause a desfavorable attitude towards a brand. The aim of this research is to analyze what gender stereotypes are perceived to generate a favorable perception of attitudes towards a brand on Facebook. This is a qualitative research composed of 20-24 year old women students from the careers of Medicine and Environmental Engineering, to learn about their thoughts for advertising about the Pilsen Callao Brand. The findings show a favorable perception on issues of women's gender equality roles, which would motivate them to interact on Facebook, strengthen emotional bonds with the brand that would produce an active engagement with the brand on Facebook.
Type
info:eu-repo/semantics/bachelorThesisRights
info:eu-repo/semantics/openAccessAttribution-NonCommercial-ShareAlike 4.0 International
Language
spaae974a485f413a2113503eed53cd6c53
http://doi.org/10.19083/tesis/653385
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- Creative Commons