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Barreto, S., (2022). El lado amargo de Sublime: ética publicitaria en anuncios de productos con octógonos [Tesis, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/660391
Barreto, S., El lado amargo de Sublime: ética publicitaria en anuncios de productos con octógonos [Tesis]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2022. http://hdl.handle.net/10757/660391
@misc{renati/399840,
title = "El lado amargo de Sublime: ética publicitaria en anuncios de productos con octógonos",
author = "Barreto Prialé, Saúl Jair",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2022"
}
Título: El lado amargo de Sublime: ética publicitaria en anuncios de productos con octógonos
Otros títulos: The bitter side of Sublime: advertising ethics in product advertisements with octagons
Autor(es): Barreto Prialé, Saúl Jair
Asesor(es): Cabel Garcia, Andrea Elvira
Palabras clave: Percepción; Ética publicitaria; Octógonos; Autorregulación; Perception; Ethics; Advertising; Octagons; Self-Regulation
Campo OCDE: http://purl.org/pe-repo/ocde/ford#5.00.00; https://purl.org/pe-repo/ocde/ford#5.08.04
Fecha de publicación: 15-mar-2022
Institución: Universidad Peruana de Ciencias Aplicadas (UPC)
Resumen: La presente investigación se interesa por analizar las percepciones de especialistas en publicidad sobre la ética publicitaria en anuncios de productos con octógonos durante la cuarentena del 2020. Para ello, utilizamos el caso de la campaña “¡Prueba con una sonrisa!” de la marca peruana de chocolates Sublime, producto que cuenta con dos octógonos de advertencia alimentaria de color negro, de acuerdo con la legislación peruana vigente. Este trabajo tiene una metodología de enfoque cualitativo que parte de un paradigma interpretativo y tuvo como participantes a 15 directores creativos de las principales agencias de publicidad de Lima. Los principales resultados de la investigación demuestran que no existió una autorregulación de parte de los creativos y anunciantes respecto a la información que se brindaba acerca de los productos no saludables y que existió una repercusión inicial en la publicidad y consumo de estos con la llegada de los octógonos. No obstante, consideran que las decisiones de compra dependen del consumidor y que ellos, como creativos, solo cumplen con su labor profesional al realizar campañas para estos productos, dado que, para ellos, su trabajo se limita a persuadir.
This paper is interested in analyzing some advertising specialists’ perceptions on the advertising ethics in product advertisements with octagons during the 2020 quarantine. For this purpose, we use the case of the campaign "Try with a smile!" of the Peruvian chocolate brand Sublime, a product that has two black warning octagons, in accordance with current Peruvian legislation. This research has a qualitative approach methodology based on an interpretative paradigm and had as participants 15 creative directors from the main advertising agencies in Lima. The main results of the research show that there was no self-regulation on the part of creatives and advertisers regarding the information provided about unhealthy products and that there was an initial impact on advertising and consumption of these products with the arrival of the octagons. However, the parties mentioned above the parties mentioned above consider that purchase decisions depend on the consumer and that they, as creative copywriters, only fulfill their professional duties when creating campaigns for these products, since their responsibility is only limited to persuading.
This paper is interested in analyzing some advertising specialists’ perceptions on the advertising ethics in product advertisements with octagons during the 2020 quarantine. For this purpose, we use the case of the campaign "Try with a smile!" of the Peruvian chocolate brand Sublime, a product that has two black warning octagons, in accordance with current Peruvian legislation. This research has a qualitative approach methodology based on an interpretative paradigm and had as participants 15 creative directors from the main advertising agencies in Lima. The main results of the research show that there was no self-regulation on the part of creatives and advertisers regarding the information provided about unhealthy products and that there was an initial impact on advertising and consumption of these products with the arrival of the octagons. However, the parties mentioned above the parties mentioned above consider that purchase decisions depend on the consumer and that they, as creative copywriters, only fulfill their professional duties when creating campaigns for these products, since their responsibility is only limited to persuading.
Enlace al repositorio: http://hdl.handle.net/10757/660391
Disciplina académico-profesional: Comunicación y Publicidad
Institución que otorga el grado o título: Universidad Peruana de Ciencias Aplicadas (UPC). Facultad de Comunicaciones
Grado o título: Licenciado en Comunicación y Publicidad
Fecha de registro: 24-jul-2022
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