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Burga, E., (2022). Códigos culturales y publicidad emocional en torno a los maestros de obra [Tesis, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/667805
Burga, E., Códigos culturales y publicidad emocional en torno a los maestros de obra [Tesis]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2022. http://hdl.handle.net/10757/667805
@misc{renati/405157,
title = "Códigos culturales y publicidad emocional en torno a los maestros de obra",
author = "Burga Vargas, Ena del Carmen Victoria",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2022"
}
Title: Códigos culturales y publicidad emocional en torno a los maestros de obra
Other Titles: Cultural codes and emotional advertising around master builders
Authors(s): Burga Vargas, Ena del Carmen Victoria
Advisor(s): Cabel García, Andrea Elvira
Keywords: Código cultural; Publicidad emocional; Sector ferretero; Spot publicitario; Maestro de obra; Cultural codes; Emotional advertising; Hardware sector; Advertising spot; Foreman
OCDE field: http://purl.org/pe-repo/ocde/ford#5.00.00; https://purl.org/pe-repo/ocde/ford#5.08.04
Issue Date: 10-May-2022
Institution: Universidad Peruana de Ciencias Aplicadas (UPC)
Abstract: La presente investigación destacó la importancia de la publicidad emocional en el sector constructor bajo el uso de códigos culturales. En ese sentido, la intención de este estudio es analizar los códigos culturales con los que se identifican los maestros de obra entre 40 a 45 años, ubicados en las Zonas 1 y 2 de Lima, utilizados en el spot publicitario emocional de Prodac Bekaert: “Amarre para toda la vida”. Así, el caso es estudiado desde un paradigma interpretativo con enfoque cualitativo, y bajo el diseño etnográfico, empleando entrevistas semiestructuradas a maestros de obra entre 40 a 45 años, ubicados en Lima, en las Zonas 1 y 2. Entre los hallazgos principales se encontró que los participantes se identifican con los siguientes códigos culturales: la popularidad que posee el maestro de obra en sociedad, el uso de apodos en obra, filosofía de vida, y la inauguración de la vivienda. Además, las características que percibieron de la publicidad emocional fueron: leve descripción de las características del producto, música que se adecúa al contexto del maestro de obra e identificación de sus experiencias laborales y sociales. Cabe señalar que, los maestros de obra no son considerados en estudios académicos publicitarios, por lo que es un segmento desatendido, pero importante al ser una gran fuente de información que empresas del sector construcción podrían aprovechar para la creación de publicidad emocional, logrando así erradicar la idea de que el precio y la calidad de los productos deben verse reflejados en los anuncios para obtener ganancias.
This research highlighted the importance of emotional advertising in the construction sector under the use of cultural codes. In this sense, the intention of this study is to analyse the cultural codes with which the master builders between 40 and 45 years old, located in Zones 1 and 2 of Lima, identify themselves, used in the emotional advertising spot of Prodac Bekaert: "Amarre para toda la vida" (Tie for life). Thus, the case is studied from an interpretative paradigm with a qualitative approach, and under an ethnographic design, using semi-structured interviews with master builders between 40 and 45 years old, located in Lima, in Zones 1 and 2. Among the main findings, it was found that participants identify with the following cultural codes: the popularity of the master builder in society, the use of nicknames on site, philosophy of life, and the inauguration of the house. In addition, the characteristics they perceived from the emotional advertising were: slight description of the product's characteristics, music that fits the master builder's context, and identification of their work and social experiences. It should be noted that master builders are not considered in academic advertising studies, so it is a neglected but important segment, as it is a great source of information that companies in the construction sector could take advantage of for the creation of emotional advertising, thus eradicating the idea that the price and quality of products must be reflected in advertisements to make a profit.
This research highlighted the importance of emotional advertising in the construction sector under the use of cultural codes. In this sense, the intention of this study is to analyse the cultural codes with which the master builders between 40 and 45 years old, located in Zones 1 and 2 of Lima, identify themselves, used in the emotional advertising spot of Prodac Bekaert: "Amarre para toda la vida" (Tie for life). Thus, the case is studied from an interpretative paradigm with a qualitative approach, and under an ethnographic design, using semi-structured interviews with master builders between 40 and 45 years old, located in Lima, in Zones 1 and 2. Among the main findings, it was found that participants identify with the following cultural codes: the popularity of the master builder in society, the use of nicknames on site, philosophy of life, and the inauguration of the house. In addition, the characteristics they perceived from the emotional advertising were: slight description of the product's characteristics, music that fits the master builder's context, and identification of their work and social experiences. It should be noted that master builders are not considered in academic advertising studies, so it is a neglected but important segment, as it is a great source of information that companies in the construction sector could take advantage of for the creation of emotional advertising, thus eradicating the idea that the price and quality of products must be reflected in advertisements to make a profit.
Link to repository: http://hdl.handle.net/10757/667805
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
Juror: Mezarina Castilla, Melina Haydee; Troncos Saenz, Karina Raquel
Register date: 22-May-2023
This item is licensed under a Creative Commons License