Citas bibligráficas
Panduro, C., (2021). Representación de la mujer en la campaña de verano “Ladrillos Lark” en el año 2015 [Trabajo de investigación, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/657449
Panduro, C., Representación de la mujer en la campaña de verano “Ladrillos Lark” en el año 2015 [Trabajo de investigación]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2021. http://hdl.handle.net/10757/657449
@misc{renati/1290722,
title = "Representación de la mujer en la campaña de verano “Ladrillos Lark” en el año 2015",
author = "Panduro Tapia, Catherine Nicole",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2021"
}
Introduction: The present work analyzes the three messages present in the summer campaign “Ladrillos Lark”according to the analysis model of the French semiologist Roland Barthes: linguistic message, coded iconic message and un-coded iconic message. Likewise, its importance in the construction of stereotypes in society. The reason for this work arises in order to show the way in which the image of women was used to raise awareness about the presence of sexism in advertising. Methodology: For this, the content analysis technique will be tested, which will be developed from 4 advertising photographs used in the Ladrillos Lark summer campaign. Result: It was found that at the level of linguistic message, it is about the union of a concept and an acoustic image. At the level of a coded iconic message, it is about communicating an idea through images. And at the level of the iconic unencoded message, these are the elements that make up the narrative of the message. Conclusions: The summer campaign is made up of a connotation system that comes from a cultural code in which its meanings will vary according to the individual and may have different meanings depending on the context in which it is found.
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