Citas bibligráficas
Zuazo, A., (2024). La percepción masculina sobre el uso de la publicidad sexista en la era digital: caso Tinbet [Tesis, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/673802
Zuazo, A., La percepción masculina sobre el uso de la publicidad sexista en la era digital: caso Tinbet [Tesis]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2024. http://hdl.handle.net/10757/673802
@misc{renati/417568,
title = "La percepción masculina sobre el uso de la publicidad sexista en la era digital: caso Tinbet",
author = "Zuazo Bartra, Anais",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2024"
}
This research article focuses on how young men aged 18 to 25, university students in the San Borja district, perceive sexist advertising in the digital age, specifically in the Tinbet campaign on TikTok. The topic was addressed from three categories: gender roles, sexist advertising and digital advertising on social networks. The present investigation concludes that the majority of those interviewed suggest that gender roles and stereotypes are a manifestation of the differences established by society, but each person has a different way of thinking, and this affects their perception regarding advertising. On the other hand, young people perceive that Tinbet's target audience is not homogeneous, since the reactions to the campaign are diverse. For this article, a qualitative methodology has been proposed, because it seeks to analyze consumer perception. On the other hand, brands opt for digital advertising on social networks such as TikTok because it is a quick way to reach young people.
Este ítem está sujeto a una licencia Creative Commons Licencia Creative Commons