Citas bibligráficas
Bustamante, G., (2022). El fenómeno del artivismo como herramienta publicitaria.
El caso de la marca Annaiss Yucra. [Tesis, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/672984
Bustamante, G., El fenómeno del artivismo como herramienta publicitaria.
El caso de la marca Annaiss Yucra. [Tesis]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2022. http://hdl.handle.net/10757/672984
@misc{renati/415327,
title = "El fenómeno del artivismo como herramienta publicitaria.
El caso de la marca Annaiss Yucra.",
author = "Bustamante Sumaria, Grecia Antonella",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2022"
}
In recent years, the role of women in advertising has increased, as brands have recognized the need to abandon traditional sexism to improve their relationship with consumers. This has led many brands to change their approach and present more and more empowered women. This research analyzes the use of artivism as an advertising tool used by the Annaiss Yucra brand to empower women, according to advertising experts. The study was based on a phenomenological approach and used a qualitative method that included individual interviews with advertising experts using a semi-structured questionnaire. The results revealed that the experts concluded that artivism can be considered an effective advertising tool, since it is a disruptive and attractive way that breaks with traditional advertising, managing to capture the attention of the target audience and establish a successful connection with it. However, it is important that artivism is aligned with the values of the brand and not taken solely as a fashion strategy.
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