El Impacto de la Publicidad del canal digital Snapchat en el comportamiento de los adolescentes de la Unidad Educativa “Veintiocho de Mayo” de la ciudad de Guayaquil, año 2017.
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Fecha
2017-08
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UNIVERSIDAD DE GUAYAQUIL
Resumen
El siguiente estudio explora la creatividad, diseño e implementación del canal digital
Snapchat, entendiendo cómo esta refleja los tiempos de la comunicación actual. Es por ello
que, en la delimitación del objeto de estudio se ha tomado en cuenta estudiantes adolescentes
de la Unidad Educativa “Veintiocho de Mayo” de la ciudad de Guayaquil. En la actualidad,
los jóvenes están inmersos en variadas formas de comunicación digital como son las redes
sociales; su entorno también está afectado por estas formas de intercambiar ideas y criterios
en donde se involucra inclusive a otras personas de su edad y a personas adultas. Por medio
de la publicidad se ha llegado a conocer las características de productos y servicios que han
satisfecho varias necesidades del ser humano. Con el avance tecnológico, las agencias de
publicidad se han obligado a buscar nuevos medios para difundir sus mensajes; es así como la
publicidad ha pasado por diferentes medios de comunicación como son la televisión y la
radio hasta llegar a los canales digitales. Para poder entender mejor la temática, durante el
desarrollo de este estudio se analizarán conceptos básicos como: qué son los canales digitales,
qué es y para qué sirve la aplicación Snapchat, cómo analizan los jóvenes la publicidad
digital o a través de redes. Como resultado, podemos denotar que los adolescentes utilizan
redes sociales para pertenecer a un grupo, buscando sentirse aceptados; esto en conjunto con
otros factores crea incide en el comportamiento de los jóvenes.
This study explores the creativity, design and implementation of Snapchat digital channel, considering the reflection of communication in our days. That is the reason why, we study the behavior of adolescents in "Veintiocho de Mayo" School at Guayaquil city. Today, young people are immersed innumerous ways of access to Digital communication, such as social networks; their environment is also affected by these ways of exchanging ideas and criteria, where they involve other people at their age and also adults. Through the advertising has come to know the characteristics of products and services that have satisfied various needs of the human being. With the technological advance, advertising agencies have been forced to look for new means to spread their messages. This is how advertising has gone through different media such as radio and television to reach the digital channels. In order to be able to understand better this topic, during the development of this study we analyze concepts as: what are digital channels, what is the Snapchat application, how do they analyze digital advertising or through networks. As a result we can see that adolescents use social networks to belong to a group, seeking to feel accepted; this in conjunction with other factors creates changes in the behavior of young people.
This study explores the creativity, design and implementation of Snapchat digital channel, considering the reflection of communication in our days. That is the reason why, we study the behavior of adolescents in "Veintiocho de Mayo" School at Guayaquil city. Today, young people are immersed innumerous ways of access to Digital communication, such as social networks; their environment is also affected by these ways of exchanging ideas and criteria, where they involve other people at their age and also adults. Through the advertising has come to know the characteristics of products and services that have satisfied various needs of the human being. With the technological advance, advertising agencies have been forced to look for new means to spread their messages. This is how advertising has gone through different media such as radio and television to reach the digital channels. In order to be able to understand better this topic, during the development of this study we analyze concepts as: what are digital channels, what is the Snapchat application, how do they analyze digital advertising or through networks. As a result we can see that adolescents use social networks to belong to a group, seeking to feel accepted; this in conjunction with other factors creates changes in the behavior of young people.
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Palabras clave
COMUNICACIÓN, PUBLICIDAD, CANALES DIGITALES, SNAPCHAT, ADOLESCENTES
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APA