Bibliographic citations
Gaspar, M., (2020). El cambio de percepción en los millennials de Lima Metropolitana tras la inclusión de género en el discurso publicitario en el año 2019: Caso Pilsen Callao, “Amistad sin diferencias“ [Trabajo de investigación, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/653651
Gaspar, M., El cambio de percepción en los millennials de Lima Metropolitana tras la inclusión de género en el discurso publicitario en el año 2019: Caso Pilsen Callao, “Amistad sin diferencias“ [Trabajo de investigación]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2020. http://hdl.handle.net/10757/653651
@misc{renati/1288568,
title = "El cambio de percepción en los millennials de Lima Metropolitana tras la inclusión de género en el discurso publicitario en el año 2019: Caso Pilsen Callao, “Amistad sin diferencias“",
author = "Gaspar Pereyra, Mariana",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2020"
}
Today, we live with a society extremely changing and along with it the market and the communication evolves, before this change, the brands are in the need to look for new ways to reach their consumer and above all to differentiate themselves from the rest, is why the brewery brand Pilsen Callao revolutionized the parameters established by a stereotyped industry, presenting gender inclusion in its campaign , discarding the idea that beer is for male consumption and at the same time, discarding the misogynistic ideas of society. The research to be carried out will be of qualitative character, in which the change of the perception of millennials before the brand will be studied, after the transformation of the advertising discourse of the same, interviews and focus will be conducted in order to determine consumers' new perception of the brand.
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