Bibliographic citations
Sotomayor, I., (2017). Influencia del mensaje humorístico en la publicidad del spot televisivo Gánate un viaje recontra like de Scotiabank en el conocimiento de marca de jóvenes universitarios trujillanos [Tesis, Universidad Privada del Norte]. https://hdl.handle.net/11537/12401
Sotomayor, I., Influencia del mensaje humorístico en la publicidad del spot televisivo Gánate un viaje recontra like de Scotiabank en el conocimiento de marca de jóvenes universitarios trujillanos [Tesis]. PE: Universidad Privada del Norte; 2017. https://hdl.handle.net/11537/12401
@misc{renati/441065,
title = "Influencia del mensaje humorístico en la publicidad del spot televisivo Gánate un viaje recontra like de Scotiabank en el conocimiento de marca de jóvenes universitarios trujillanos",
author = "Sotomayor López, Isabu de Lourdes",
publisher = "Universidad Privada del Norte",
year = "2017"
}
ABSTRACT The principal objective of this proyect was to determinated the impact of the humorous message in the knowledge on the brand of Scotiabank throught the “Win a trip like” in 2017. After that, I proposed items about humor in the publicity, essencial characteristics, types, dimensions and transcendence. Then, I analyzed the television spot mentioned in 2016 to indicated the functioning of humor in its structure. Also, I got the result of the study about the knowledge of the brand from a sample of viewers conformed by 370 university students of the UPN between 18 and 25 years of age in surveys and focus group, which allowed to know how the humorous message influences in an advertising message. Finally, the results obtained of this study allow shows and evidencer that exist a great influence of the humorous message in the publicity for a positive knowledge of brand
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