Citas bibligráficas
Small, D., (2020). Influencia del humor en actitudes de hombres hacia la personalidad de marca de bancos peruanos [Trabajo de investigación, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/655604
Small, D., Influencia del humor en actitudes de hombres hacia la personalidad de marca de bancos peruanos [Trabajo de investigación]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2020. http://hdl.handle.net/10757/655604
@misc{renati/1289755,
title = "Influencia del humor en actitudes de hombres hacia la personalidad de marca de bancos peruanos",
author = "Small Rubio, Daniel Alexander",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2020"
}
The present work is interested in those brands that have used national characters presenting them in scenes related to humor and, thus, far from the solemnity and rigor of the football show. The research will develop two categories that explain the problems to be worked on: humor defined as a playful mode of communication present in the advertising of financial brands and the attitudes of young people regarding the personality of those brands whose heading connotes serious practices and, in some cases, away from humor. Thus, the main objective of this research will be to analyze the influence of humor on attitudes towards brand personality in men between 20 and 25 years of age in Santiago de Surco district. Spot case of the Scotiabank 2019 ‘Free Account’ campaign. The methodology of the investigation will be qualitative, since it will be based on investigating people and settings in which they are considered as a whole. Likewise, the research design to be used in this work will be Grounded Theory, determined because it implies a study of social reality to understand how the world works and understand the features of human activity.
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