La percepción del body positive como tendencia publicitaria en Instagram dirigido a mujeres peruanas de 18 a 24 años de la Universidad de Lima, respecto a la Campaña #ConFiltro de la marca Aruma
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Authors
Sanabria Candia, Fabiola LeandraIssue Date
2020-09-12Keywords
Body positivePublicidad
Redes sociales
Fenomenológico
Advertising
Social networks
Phenomenological
Metadata
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The perception of body positive as an advertising trend on Instagram aimed at Peruvian women between the ages of 18 and 24 from the University of Lima, regarding the #ConFiltro Campaign of the Aruma brand.Abstract
Las redes sociales tienen el poder de influir en la vida de las personas. Instagram, es una de ellas y, en los últimos años, ha sido la más resaltante respecto a la obtención de engagement e imagen que puede brindarle a las marcas. Es por ello que, las grandes marcas, intentan estar al día con las últimas tendencias; ya que, de esta forma logran conectar con el consumidor. Una de estas tendencias es el body positive, iniciado como un movimiento que buscaba romper con los parámetros establecidos de la belleza. Por lo cual, el presente trabajo analizará cómo esta tendencia publicitaria es percibida por jóvenes de 18 a 24 años de la Universidad de Lima, tomando como referente al retail de belleza Aruma con su nueva campaña #ConFiltro.Social media has the power to influence people's lives. Instagram is one of them and, in recent years, it has been the most outstanding regarding obtaining commitment and image that it can provide to brands. That is why the big brands try to keep up with the latest trends; since, in this way they manage to connect with the consumer. One of these trends is the positive body, started as a movement that seeks to break with the established parameters of beauty. Therefore, the present work will analyze how this advertising trend is perceived by young people between the ages of 18 and 24 at the University of Lima, taking as reference the beauty retailer Aruma with its new campaign #ConFiltro.
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