£97.00

EAE Editorial Academia Espanola La utilización de valores sociales en la comunicación de las marcas: Evolución de la publicidad de Coca-Cola (1971-2015)

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Description
Esta investigación analiza la utilización de los valores sociales en la comunicación publicitaria de las marcas, estudiando más de cerca la evolución de las campañas de Coca-Cola desde 1971 hasta 2015. Como base teórica hemos recurrido a diferentes fuentes bibliográficas para comprender mejor la relación de los consumidores con las marcas; la evolución de la imagen de marca hacia una expresión más social; el concepto de publicidad social de las marcas; y un acercamiento a la historia de la gran marca Coca-Cola. Una vez estudiadas las fuentes teóricas, y teniendo muy presentes las características sociales de la publicidad de las marcas, más concretamente de Coca- Cola; pasamos a desmenuzar nuestro objeto de estudio formado por veintiocho anuncios. Para ello recurrimos al método de análisis de contenido en su versión clásica y cuantitativa, incorporando la clasificación del sistema de valores de Schwartz. Así mismo, utilizamos la técnica cualitativa de los Focus Groups para comprender cuáles son las percepciones y opiniones de los diferentes públicos (niños, jóvenes y adultos) sobre nuestro objeto de estudio.

Product Specifications
Brand
EAE Editorial Academia Espanola
Format
paperback
ASIN
6202150025
Category
Books > Subjects > Business, Finance & Law > Sales & Marketing > Brands & Corporate Identity
Domain
Amazon UK
Release Date
26 June 2018
Listed Since
21 July 2018

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