Percepción del Consejo de Hermandades sobre la publicidad BTL en el Corpus Christi cusqueño
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Authors
Gallegos Paliza, Mario FranciscoIssue Date
2020-12-04
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Council of Brotherhoods's perception on BTL advertising of Corpus Christi from CuscoAbstract
Esta investigación enfoca su análisis en la percepción de la publicidad BTL en festividades religiosas - tradicionales que se presenta en espacios de conglomeración de público para hacerse visible. El caso en estudio es la festividad del Corpus Christi de Cusco - 2019 y el público objetivo analizado son miembros del Consejo de Hermandades, representantes de las quince hermandades que participan en dicho evento de manera activa, llevando a las imágenes de santos y vírgenes desde cada parroquia ubicada en diferentes distritos y puntos de la ciudad y quienes toman decisiones sobre esta festividad de gran valor para la población local. El objetivo es analizar la percepción de los miembros del Consejo de Hermandades sobre la publicidad BTL en la festividad del Corpus Christi cusqueño – 2019. La metodología, se fundamenta en un enfoque cualitativo, utilizando como herramientas las entrevistas estructuradas. Dentro de los principales hallazgos en este estudio, en relación a la percepción, se evidencia que no existe un vínculo emocional del público hacía la publicidad BTL que interviene en este evento, pues se considera que es un factor externo al significado real y esencial de un acontecimiento religioso-tradicional de gran importancia. Asimismo, se considera que la publicidad tiene una naturaleza estrictamente comercial y se afirma no obtener ningún beneficio de ella. Finalmente, se concluye que la publicidad BTL en festividades tradicionales - religiosas puede ser más apropiada cuando respeta el significado real y la esencia de este tipo de manifestaciones, sin poner en riesgo la reputación del anunciante.This study focuses its analysis on the perception on BTL advertising in religious traditional festivities which is carried out in crowded areas in order to become visible. The case study is the festivity of Corpus Christi in Cusco in 2019 and the target public involved in the study is the members of the Council of Brotherhoods, representatives of each of the fifteen brotherhoods that participate in that event actively. They carry images of the saints and virgins from each church located in different districts and city areas; they also participate taking decisions about the festivity which are of great importance for the local population. The objective of this study is to analyze the perception that the members of the Council of Brotherhoods have of BTL advertising in Cusco’s Corpus Christi festivity. The methodology is based on a qualitative approach, using the structured surveys as data collection tool. Among the main findings in this study, in relation to perception, it is evidenced that there is no emotional link between the festivity attendees and the BTL advertising since this last one is considered an external factor that distorts the real and essential meaning of a traditional religious manifestation of such magnitude. Furthermore, this advertising is considered to be strictly commercial and it is stated that the target public does not obtain any benefit from it. Finally, it is concluded that BTL advertising in traditional religious festivities can be more appropriate when the real meaning and essence of this type of manifestations are respected in order not to damage the announcers’ reputation.
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info:eu-repo/semantics/bachelorThesisRights
info:eu-repo/semantics/embargoedAccessAttribution-NonCommercial-ShareAlike 4.0 International
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