Bibliographic citations
García, P., (2019). La persuasión del discurso publicitario en el empaque y etiquetado de productos en un mercado saturado [Trabajo de investigación, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/653269
García, P., La persuasión del discurso publicitario en el empaque y etiquetado de productos en un mercado saturado [Trabajo de investigación]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2019. http://hdl.handle.net/10757/653269
@misc{sunedu/3092380,
title = "La persuasión del discurso publicitario en el empaque y etiquetado de productos en un mercado saturado",
author = "García Gallo, Paola Andrea",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2019"
}
The use of packaging and / or labeling in recent years has become more than just an object that protects the product, since it has gone from being an important part of product marketing to communicating the advertising discourse of a brand. This is because, just as it “protects what it sells” it also “sells what it protects” (Varela and Alonso, 2016). In addition to the fact that today, brands live in a saturated market context, which is defined as a space where similar products with similar packaging and prices coexist. It should be noted that these products are called "white label", which are made of the same quality, but at a lower price, so that they do not have a high advertising cost, since they do not need so much emotional stimulation from their customers. consumers as they are products of mass consumption and basic necessity (Bertomeu and Fortín, 2016). Therefore, in many cases the packaging becomes their only advertisement (Santa María, 2014). This makes it convenient to determine what characteristic of the packaging allows the brand to stand out from its competition. Due to this, it is relevant to know about the elements that make it up and which ones are most identified by the consumer to the point that it motivates their purchase (Mohebbi, 2014). The general objective of this article is to analyze the hierarchy of the messages that is presented in the packaging and labeling of the product. This will be determined through a qualitative approach, through personal interviews with professionals on the subject and group interviews with audiences, through convenience sampling. It should be noted that the group will be made up of groups of men and women between the age range 18 to 25 years, of a socioeconomic level A and B of the city of Lima. It is important to mention that the packaging studied will be from the category of preserved foods, specifically, tuna cans. The brands studied will be: Mass, Compass and Fanny. These are brands of tuna with low advertising exposure and with the same prices in the market. It should be noted that it has similar packaging distinguished by its common red color.
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