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Negrete, A., (2021). El body positive aplicado en estrategias de femvertising. Caso: Forever 21 Instagram [Tesis, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/658132
Negrete, A., El body positive aplicado en estrategias de femvertising. Caso: Forever 21 Instagram [Tesis]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2021. http://hdl.handle.net/10757/658132
@misc{renati/397797,
title = "El body positive aplicado en estrategias de femvertising. Caso: Forever 21 Instagram",
author = "Negrete Tuesta, Araceli",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2021"
}
Title: El body positive aplicado en estrategias de femvertising. Caso: Forever 21 Instagram
Other Titles: The body positive applied in femvertising strategies. Case: Forever 21
Authors(s): Negrete Tuesta, Araceli
Advisor(s): Castro Bernardini, María José
OCDE field: http://purl.org/pe-repo/ocde/ford#5.00.00; https://purl.org/pe-repo/ocde/ford#5.08.00
Issue Date: 14-Aug-2021
Institution: Universidad Peruana de Ciencias Aplicadas (UPC)
Abstract: Esta investigación busca analizar la percepción sobre el uso del movimiento social body positive en la estrategia de femvertising de la marca Forever 21 Perú en Instagram, entre un grupo de jóvenes estudiantes de universidades privadas entre dieciocho y veinte años, pertenecientes a un nivel socioeconómico medio de Lima Metropolitana, las cuales utilizan Instagram, principalmente, como medio de comunicación en redes sociales. Para analizar el contenido de la marca se utilizó un enfoque cualitativo y se realizaron entrevistas semiestructuradas en base a una guía de indagación. Los resultados muestran que las entrevistadas tienen un doble discurso en relación al concepto de belleza y con respecto a modelos de tallas grandes (u otras características que no siguen los cánones de belleza clásicos). En un principio, apoyan que, a través de estas estrategias publicitarias, las mujeres ganen seguridad y se empoderen; sin embargo, cuando opinan sobre un producto publicitario en el cual las modelos tienen rasgos físicos distintos de estereotipos de belleza establecidos en sociedad, el primer factor de observación es su apariencia física. Por consiguiente, se puede precisar que el body positive en el femvertising sí genera una apreciación positiva sobre la diversidad de belleza, pero sigue siendo un tema relevante y decisivo para la conceptualización de marca y de la propia persona. La publicidad no es la única disciplina capaz de cambiar el concepto de belleza, pues se requiere de diversas disciplinas sociales para comprender el razonamiento de las personas.
This research focuses on analyzing the perception of the use of the "body positive" social movement in the "femvertising" strategy of Forever 21 Peru on Instagram, among a group of women between eighteen and twenty years old, belonging to a middle socioeconomic level in Metropolitan Lima and private universities, who use Instagram, mainly, as a means of communication in social networks. To analyze the content of the brand, a qualitative methodology was used and semi-structured interviews were conducted based on an inquiry guide. The results show that the interviewees have a double discourse in relation to the concept of beauty and with respect to plus-size models (or other characteristics that do not follow the established canons of beauty). In principle, they support that, through these advertising strategies, women gain confidence and become empowered; however, when they give their opinion about an advertising product in which the models have physical features different from the stereotypes of beauty established in society, the first factor of observation is their physical appearance. Therefore, it can be specified that body positive in femvertising does generate a positive appreciation of the diversity of beauty, but it remains a relevant and decisive issue for the conceptualization of the brand and of the person himself. Advertising is not the only discipline capable of changing the concept of beauty, various social disciplines are required to understand people's reasoning.
This research focuses on analyzing the perception of the use of the "body positive" social movement in the "femvertising" strategy of Forever 21 Peru on Instagram, among a group of women between eighteen and twenty years old, belonging to a middle socioeconomic level in Metropolitan Lima and private universities, who use Instagram, mainly, as a means of communication in social networks. To analyze the content of the brand, a qualitative methodology was used and semi-structured interviews were conducted based on an inquiry guide. The results show that the interviewees have a double discourse in relation to the concept of beauty and with respect to plus-size models (or other characteristics that do not follow the established canons of beauty). In principle, they support that, through these advertising strategies, women gain confidence and become empowered; however, when they give their opinion about an advertising product in which the models have physical features different from the stereotypes of beauty established in society, the first factor of observation is their physical appearance. Therefore, it can be specified that body positive in femvertising does generate a positive appreciation of the diversity of beauty, but it remains a relevant and decisive issue for the conceptualization of the brand and of the person himself. Advertising is not the only discipline capable of changing the concept of beauty, various social disciplines are required to understand people's reasoning.
Link to repository: http://hdl.handle.net/10757/658132
Discipline: Comunicación y Publicidad
Grade or title grantor: Universidad Peruana de Ciencias Aplicadas (UPC). Facultad de Comunicaciones
Grade or title: Licenciado en Comunicación y Publicidad
Register date: 25-Nov-2021
This item is licensed under a Creative Commons License