Citas bibligráficas
Soldevilla, A., (2023). El Pink Branding de la campaña "El Orgullo empieza en casa de Promart Homecenter, 2022" [Tesis, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/671737
Soldevilla, A., El Pink Branding de la campaña "El Orgullo empieza en casa de Promart Homecenter, 2022" [Tesis]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2023. http://hdl.handle.net/10757/671737
@misc{renati/1297026,
title = "El Pink Branding de la campaña "El Orgullo empieza en casa de Promart Homecenter, 2022"",
author = "Soldevilla Quezada, Andrea Anthuaneth",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2023"
}
In Peru, there has been a gradual increase in social acceptance towards the LGBT movement, sparking interest from various brands to venture into the market targeted at this community. Many aim to promote positive change by incorporating diversity into their campaigns through a Pink Branding strategy. However, some, in their attempt to reach this niche, face rejection due to opportunistic false tolerance, known as Pinkwashing. The inclusion of a brand in one of these concepts when launching a campaign depends on factors such as seasonality, format (audiovisual or static), the message conveyed, and actions towards the LGBT community. The purpose of this study is to define the criteria that brands must adhere to when creating content for the LGBT collective, ensuring their inclusion in the Pink Branding category. Semi-structured interviews were conducted with individuals aged 25 to 30 in zone 6 of Lima, belonging to the LGBT community, regarding their representation in Pink Branding strategy in digital advertising, using the case of Promart in 2022, "El orgullo empieza en casa". Considering the findings, for the LGBT community, their inclusion in advertising campaigns, highlighting diverse representation, is crucial. The target audience seeks authenticity, avoiding a superficial view, being sensitive to the intentions behind brand actions, and capable of discerning when a brand exploits its image for purely commercial purposes.
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