“Las consecuencias de la publicidad engañosa en Guayaquil en el 2022”
Fecha
2022
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Editor
Universidad de Guayaquil: Facultad de Comunicación Social
Resumen
El presente proyecto investiga las consecuencias que tienen los consumidores frente a la publicidad
engañosa que existen en Guayaquil, generando desconfianza en los productos de la marca. Como
referencia se investigó la percepción y las experiencias que tienen los consumidores sobre el
producto Kentaco de KFC, dando como resultados disgustos al no recibir el producto tal cual
vieron en los diferentes medios de comunicación. Adicional se mencionan conceptos que ayudan
a diferenciar la publicidad engañosa con publicidad surreal. Se comprueba la hipótesis mediante
los resultados de las encuestas y el focus group, se notó que el cliente deja de consumir el producto
de la marca, pero siguen siendo clientes debido a los otros productos presentados. En estos casos
la marca va perdiendo credibilidad y su reputación, como consecuencia de no brindar información
pertinente u ocultar información precisa en sus anuncios. Mediante la investigación se da a conocer
recomendaciones para que el consumidor no sea víctima de la publicidad engañosa
This project investigates the consequences that consumers have in the face of misleading advertising that exist in Guayaquil, generating distrust in brand products. As a reference we investigated the perception and experiences that consumers have about the Kentaco product of KFC, giving as results disgusts to not receive the product as they saw in the different media. Additional are mentioned concepts that help differentiate misleading advertising with surreal advertising. The hypothesis is verified by the results of the surveys and the focus group, it was noticed that the customer ceases to consume the product of the brand, but they remain customers due to the other products presented. In these cases the brand loses credibility and reputation, as a result of not providing relevant information or concealing accurate information in its ads. The investigation makes recommendations to ensure that consumers do not fall victim to misleading advertising
This project investigates the consequences that consumers have in the face of misleading advertising that exist in Guayaquil, generating distrust in brand products. As a reference we investigated the perception and experiences that consumers have about the Kentaco product of KFC, giving as results disgusts to not receive the product as they saw in the different media. Additional are mentioned concepts that help differentiate misleading advertising with surreal advertising. The hypothesis is verified by the results of the surveys and the focus group, it was noticed that the customer ceases to consume the product of the brand, but they remain customers due to the other products presented. In these cases the brand loses credibility and reputation, as a result of not providing relevant information or concealing accurate information in its ads. The investigation makes recommendations to ensure that consumers do not fall victim to misleading advertising
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Palabras clave
PUBLICIDAD SURREAL, FOCUS GROUP, HIPÓTESIS, CREDIBILIDAD
Citación
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