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Molina, J., (2020). Cambiemos la herencia: percepciones de los jóvenes sobre el Green advertising. [Trabajo de investigación, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/653650
Molina, J., Cambiemos la herencia: percepciones de los jóvenes sobre el Green advertising. [Trabajo de investigación]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2020. http://hdl.handle.net/10757/653650
@misc{renati/392705,
title = "Cambiemos la herencia: percepciones de los jóvenes sobre el Green advertising.",
author = "Molina Barrientos, Janeth Karin",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2020"
}
Title: Cambiemos la herencia: percepciones de los jóvenes sobre el Green advertising.
Other Titles: The perceptions of students from a private university in Lima about the qualities of green advertising in the campaign "Cambiemos la Herencia" of San Luis brand.
Authors(s): Molina Barrientos, Janeth Karin
Advisor(s): Gallardo-Echenique, Eliana Esther; Castro Bernardini, María José
Keywords: Publicidad verde; Medio ambiente; Actitud verde; Estudio de caso; Análisis cualitativo; Green advertising; environment; Green attitude; Study case; Qualitative analysis
OCDE field: http://purl.org/pe-repo/ocde/ford#5.00.00; http://purl.org/pe-repo/ocde/ford#5.08.00
Issue Date: 24-Nov-2020
Institution: Universidad Peruana de Ciencias Aplicadas (UPC)
Abstract: Esta investigación busca conocer la percepción de los jóvenes universitarios de las cualidades del Green advertising a través de la preocupación medioambiental del público y el diseño de la campaña. La investigación se enfoca en la marca San Luis y en una de sus últimas campañas “Estar en balance con el planeta”. Este artículo tendrá un enfoque cualitativo y un diseño de caso porque busca analizar el entendimiento de las percepciones, opiniones y (motivaciones) de los consumidores hacia una campaña publicitaria. Las entrevistas individuales con una guía de indagación semi estructurada permiten recoger las interpretaciones puntos de vista y cualidades percibidas de la marca a través de la campaña.
This investigation seeks to understand the perception of a sample of young university students of the qualities surrounding Green advertising through a greater understanding of qualities of Green advertising, environmental concern and the design of green advertising. The research focuses on the brand San Luis and one of its latest campaigns "Be in balance with the planet". This article will have a qualitative nature which seeks to strengthen the understanding of the perceptions, opinions, and qualities received from the sample of consumers interviewed towards the campaign through the use of semi-structured interviews which allow to know the interpretations on the trend as well as express the points of view and qualities perceived the interviewees to be in contact with the campaign.
This investigation seeks to understand the perception of a sample of young university students of the qualities surrounding Green advertising through a greater understanding of qualities of Green advertising, environmental concern and the design of green advertising. The research focuses on the brand San Luis and one of its latest campaigns "Be in balance with the planet". This article will have a qualitative nature which seeks to strengthen the understanding of the perceptions, opinions, and qualities received from the sample of consumers interviewed towards the campaign through the use of semi-structured interviews which allow to know the interpretations on the trend as well as express the points of view and qualities perceived the interviewees to be in contact with the campaign.
Link to repository: http://hdl.handle.net/10757/653650
Discipline: Comunicación y Publicidad
Grade or title grantor: Universidad Peruana de Ciencias Aplicadas (UPC). Facultad de Comunicaciones
Grade or title: Bachiller en Comunicación y Publicidad
Register date: 4-Dec-2020
This item is licensed under a Creative Commons License