Análisis de contenido de la publicidad para el relanzamiento de la marca Old Spice- estudio de caso

The development of the research summons relevant theoretical aspects of the marketing, communication and language that help answer the question problem. It focuses on issues regarding the construction of masculinity to through the representation of stereotypical figures, that is, communication advertising makes use of socio-cultural referents to appeal to an empathy between the consumer and the brand. It is also directly linked to the consumption of personal care products for men, seen from how the behavior of man evolved with the step of time creating new forms of consumption, which allowed the appearance of a new market for male personal care products. And it is analyzed from the affirmation that advertising reinforces stereotypes, is say, it determines how man should be in terms of gender. Searching constantly impact the market niche. For this reason, companies dedicated to the sale of these personal care products seek to choose the medium and the appropriate way to approach such a segment. It is specifically studied in case of the Old Spice brand and the campaign of repositioning "The call" whose television commercial was broadcast in the middle of 2014 in Colombia. Which allowed the transition of the brand, going from being a product seen as a tradition, which was aimed at a specific audience of high purchasing power, to direct its communication to consumers in media massive with a perception of super masculinity. The research and its development is carried out through the elaboration of a content analysis methodology, which seeks to identify, the characteristics stereotypical and socio-cultural referents that television advertising of personal care products Old Spice used in its campaign repositioning

• Autores: Martínez León, Santiago Efraín; Moreno Zambrano, José Byron
• Tipo de recurso: Trabajo de grado de pregrado
• Fecha de publicación: 2018
• Institución: Universidad Autónoma de Occidente
• Repositorio: RED: Repositorio Educativo Digital UAO
• Idioma: spa
• OAI Identifier: oai:red.uao.edu.co:10614/10223
• Acceso en línea: http://hdl.handle.net/10614/10223
• Palabra clave: Comunicación Publicitaria; Publicidad por televisión; Análisis de contenido; Masculinidad en publicidad; Old Spice
• Rights: openAccess
• License: Derechos Reservados - Universidad Autónoma de Occidente