Estudio de recepción de las publicidades de Axe y su influencia en la construcción de estereotipos de masculinidad en jóvenes de sexto semestre de la facultad comunicación social de la Universidad de Guayaquil
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2017-03
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UNIVERSIDAD DE GUAYAQUIL
Resumen
Esta investigación indaga ¿Cómo influye la recepción de las publicidades de
Axe en la construcción de estereotipos de masculinidad en jóvenes de la
facultad comunicación social de la Universidad de Guayaquil? se considera que
la sociedad constantemente está en busca de innovaciones, formas de
comunicación que da lugar a diferentes tipos de interpretaciones según el
mensaje que dé el receptor, como objetivo principal se establece el grado de
dominio referente a los efectos que causan la recepción de las publicidades de
Axe. Los elementos y el atractivo visual que ofrece la televisión es una ventaja
utilizada por las publicidades de Axe; las mujeres representan belleza y
sensualidad, sin embargo el uso indiscriminado de la figura femenina, sus
cuerpos semidesnudos, se han convertido en el uso habitual a tal punto que no
se lo percibe como ofensa hacia la mujer, la recepción de los anuncios
comerciales de Axe genera afectaciones en la interpretación y comportamiento
de los sujetos de investigación incidiendo directamente en el poder adquisitivo
del mencionado producto. Las variables abordadas en el marco teórico son a)
Recepción de las publicidades b) Estereotipos de masculinidad, en cuanto al
diseño de investigación un esquema no experimental transeccional puesto que
no recibe ningún tipo de tratamiento, ni estimulo bajo ninguna circunstancia, el
tipo de investigación es el descriptivo ya que permite estudiar de forma
recóndita para llegar al resultado, se utiliza ocho técnicas lo cual aportan
totalmente para el análisis de estudio con una muestra probabilística.
En efecto se detecta la violencia simbólica contra las mujeres en los distintos
medios de comunicación, es evidente en las publicidades de Axe brindan a sus
consumidores un valor agregado un mundo fantástico que puede hacerse
realidad utilizando el producto. La realización de talleres es importante donde
se permite expresar temas sobre mensajes sexistas con el fin de educar en
igualdad a hombres y mujeres y evitar la discriminación por su sexo.
This research aims to investigate what is How does the receipt of advertisements Axe (deodorant) in the construction of stereotypes of masculinity among young people 19 to 21 years ?, is considered that society is constantly looking for innovations, ways of communication that leads to different types of interpretations according to the message that gives the receiver main objective is trying to establish the degree of mastery regarding the effects that cause the reception of advertisements Axe. The elements and visual appeal that offers television is an advantage used by Axe advertisements; women represent beauty and sensuality but the indiscriminate use of the female figure, her half-naked bodies, have become routine use to the point that it is not perceived as an offense against women, receiving commercials Axe generates affectations in the interpretation and behavior of research subjects directly affecting the purchasing power of that product. The variables addressed in the framework are a) Receipt of advertising b) Stereotypes of masculinity, in design research a nonexperimental transactional scheme since it does not receive any treatment or stimulus under any circumstances, the type of research is the descriptive study as it allows so recondite to reach the result, eight technical which provide fully for analysis study used a probability sample. Finally indeed symbolic violence against women in various media is detected, it is clear in advertisements Axe offer their consumers an added value a fantastic world that can be realized using the product. Workshops is important where allowed to engage issues sexist messages in order to educate men and women equality and prevent discrimination because of their sex.
This research aims to investigate what is How does the receipt of advertisements Axe (deodorant) in the construction of stereotypes of masculinity among young people 19 to 21 years ?, is considered that society is constantly looking for innovations, ways of communication that leads to different types of interpretations according to the message that gives the receiver main objective is trying to establish the degree of mastery regarding the effects that cause the reception of advertisements Axe. The elements and visual appeal that offers television is an advantage used by Axe advertisements; women represent beauty and sensuality but the indiscriminate use of the female figure, her half-naked bodies, have become routine use to the point that it is not perceived as an offense against women, receiving commercials Axe generates affectations in the interpretation and behavior of research subjects directly affecting the purchasing power of that product. The variables addressed in the framework are a) Receipt of advertising b) Stereotypes of masculinity, in design research a nonexperimental transactional scheme since it does not receive any treatment or stimulus under any circumstances, the type of research is the descriptive study as it allows so recondite to reach the result, eight technical which provide fully for analysis study used a probability sample. Finally indeed symbolic violence against women in various media is detected, it is clear in advertisements Axe offer their consumers an added value a fantastic world that can be realized using the product. Workshops is important where allowed to engage issues sexist messages in order to educate men and women equality and prevent discrimination because of their sex.
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COMUNICACIÓN, PUBLICIDAD, PUBLICIDAD TELEVISIVA, SOCIOLOGÍA DE LA COMUNICACIÓN, ANÁLISIS DE RECEPCIÓN, ESTEREOTIPOS DE MASCULINIDAD
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