Valores percibidos como forma de empoderamiento para las mujeres en la campaña "Amistad sin Diferencias" de la cerveza Pilsen
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Authors
Gonzales Otiniano, Camila RenataIssue Date
2020-11-20Keywords
PublicidadBebidas alcohólicas
Consumidores
Estudio de caso
Advertising
Alcoholic drinks
Consumers
Case study
Metadata
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Values perceived as a form of empowerment for women in the “Friendship Without Differences” campaign for Pilsen BeerAbstract
Este estudio analiza los valores percibidos en la campaña “Amistad Sin Diferencias” de Pilsen para empoderar a las mujeres. Generalmente, la publicidad cervecera es machista y encasilla a hombres y mujeres en actitudes específicas, reforzando los roles de género. Hoy, optan por publicidad sin estereotipos, igualitaria y menos machista. El objetivo es analizar los valores percibidos por consumidores de cerveza Pilsen de 25 a 45 años de NSE B de la carrera de Administración de Banca y Finanzas del programa EPE de la UPC en la campaña “Amistad Sin Diferencias” de Pilsen para empoderar a las mujeres. Su paradigma es interpretativo y de carácter cualitativo. Se utilizan las entrevistas semiestructuradas para la recolección de datos y la población abarca ambos géneros de 25 a 45 años que consumen Pilsen de NSE B. El tipo de muestreo es por cuota.This study analyzes the values perceived in Pilsen's “Friendship Without Differences” campaign to empower women. Generally, beer advertising is macho and pigeonholes men and women in specific attitudes, reinforcing gender roles. Today, they opt for advertising without stereotypes, egalitarian and less macho. The objective is to analyze the values perceived by Pilsen beer consumers aged 25 to 45 from NSE B of the Banking and Finance Administration career of the EPE program of the UPC in the Pilsen “Friendship Without Differences” campaign to empower women. Its paradigm is interpretive and qualitative in nature. Semi-structured interviews are used for data collection and the population includes both genders between 25 and 45 years old who consume Pilsen of SES B. The type of sampling is by quota.
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