Análisis de la gestión de marca del Diario Extra desde la perspectiva antropológica del consumo en la ciudad de Guayaquil
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2019-08
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Universidad de Guayaquil: Facultad de Comunicación Social
Resumen
El presente Proyecto de Investigación fue realizado para analizar la gestión de marca del Diario Extra desde la perspectiva antropológica del consumo en la ciudad de Guayaquil. El problema se presenta en las falencias que presentan el diario en su Branding, y todo lo que esta conlleva; logotipo, tipografía, diagramación, haciendo que su imagen no sea completamente atractiva al público, ocasionando que este pierda el interés al momento de comprarlo. La comunicación visual que maneja se ha dirigido para un nivel socioeconómico medio y medio bajo, considerando que mediante las diferentes técnicas de investigación se pudo demostrar la inconformidad de su público objetivo respecto a la imagen que maneja, generando poca seriedad y confianza; por lo que es necesario el rediseño de imagen de este diario, buscando un cambio sin perder su esencia como diario sensacionalista, pero sí refrescarla dándole mayor armonía a los elementos que conforman su marca. El presente trabajo de titulación está elaborado bajo métodos de investigación exploratorios, descriptivos, explicativo y de observación, que nos permiten identificar lo que el lector busca y así
This Research Project was carried out to analyze the brand management of the Diario Extra from the anthropological perspective of consumption in the city of Guayaquil. The problem arises in the shortcomings that the newspaper presents in its Branding, and all that this entails; logo, typography, layout, making your image not completely attractive to the public, causing it to lose interest at the time of purchase. The visual communication that it manages has been directed to a medium and medium low socioeconomic level, considering that through the different research techniques it was possible to demonstrate the dissatisfaction of its target audience with respect to the image it handles, generating little seriousness and confidence; Therefore, the redesign of this newspaper's image is necessary, looking for a change without losing its essence as a sensationalist newspaper, but refreshing it by giving greater harmony to the elements that make up its brand. The present degree work is elaborated under exploratory, descriptive, explanatory and observation research methods, which allow us to identify what the reader is looking for and
This Research Project was carried out to analyze the brand management of the Diario Extra from the anthropological perspective of consumption in the city of Guayaquil. The problem arises in the shortcomings that the newspaper presents in its Branding, and all that this entails; logo, typography, layout, making your image not completely attractive to the public, causing it to lose interest at the time of purchase. The visual communication that it manages has been directed to a medium and medium low socioeconomic level, considering that through the different research techniques it was possible to demonstrate the dissatisfaction of its target audience with respect to the image it handles, generating little seriousness and confidence; Therefore, the redesign of this newspaper's image is necessary, looking for a change without losing its essence as a sensationalist newspaper, but refreshing it by giving greater harmony to the elements that make up its brand. The present degree work is elaborated under exploratory, descriptive, explanatory and observation research methods, which allow us to identify what the reader is looking for and
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BRANDING, ANTROPOLOGÍA, COMUNICACIÓN VISUAL, DIARIO SENSACIONALISTA.
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