Bibliographic citations
Chafloque, C., (2021). Actitudes afectivas femeninas respecto al brand placement en Facebook, contextualizadas en la marcha “#NiUnaMenos” [Tesis, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/655982
Chafloque, C., Actitudes afectivas femeninas respecto al brand placement en Facebook, contextualizadas en la marcha “#NiUnaMenos” [Tesis]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2021. http://hdl.handle.net/10757/655982
@misc{renati/395561,
title = "Actitudes afectivas femeninas respecto al brand placement en Facebook, contextualizadas en la marcha “#NiUnaMenos”",
author = "Chafloque Uyén, Carlos Alberto",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2021"
}
The objective of this research is to analyze the affective attitudes of women regarding the use of the brand location, in the advertising campaign on the social network Facebook, developed for the “#NiUnaMenos” march. To do this, qualitative techniques will be used that are supported by semi-structured interviews with participants to the #niunamenos mobilization. The analysis will focus on the case “Fashion Protest” by Oechsle, with the purpose of analyzing the affective attitudes of women with respect to advertising interventions in politicized spaces such as protest, and on collaboration and empathy with said political-social cause and / or the commercial revenue of the brand. The results allow identifying the presence of a description close to the discourse of femvertising, considered as a communication that seeks to enhance the representation of women in traditional advertising. However, it has been possible to identify that when used in spaces full of affection and sensitivity through minimal brand distinctiveness, femvertising can generate sensitivities connected with suspicion from the recognition of indications of dehumanization.
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