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Perceptions of young university students from the UPC about the advertising resource of fashion film inside of current social advertising. Case "End of the world" - Short Film | Covid 19.

By Caroline Lucy Coras Sosa

Abstract

El presente artículo de investigación consiste en conocer cuales son las percepciones de los jóvenes universitarios de la UPC sobre el recurso publicitario del fashion film dentro de la publicidad social actual abordando específicamente el caso “End of the world” - Short Film | Covid 19. Esta línea de investigación busca proponer una nueva forma de comunicación para el público, para ello se busca conocer su percepción acerca de una técnica muy poco tocada en el ámbito publicitario, como es el fashion film aterrizandolo en el ámbito social. Es por ello, que se contextualizará los términos de percepción, fashion film y publicidad social, a su vez se analizará el alcance de los fashion films dentro de la publicidad y por último se analizará la oportunidad que tiene este nuevo formato como recurso publicitario dentro del ámbito social. Finalmente, se planteará como metodología realizar un estudio con enfoque cualitativo a través de la técnica de Entrevistas a profundidad.This research article consists of knowing what are the perceptions of young university students of the UPC about the advertising resource of fashion film within current social advertising, specifically addressing the case "End of the world" - Short Film | Covid 19. This line of research seeks to propose a new form of communication for the public, for this purpose it seeks to know their perception about a technique very little touched in the advertising field, such as the fashion film landing it in the social field. For this reason, the terms of perception, fashion film and social advertising will be contextualized, in turn, the scope of fashion films within advertising will be analyzed and finally the opportunity that this new format has as an advertising resource within the social ambit. Finally, it will be proposed as a methodology to carry out a study with a qualitative approach through the technique of in-depth interviews.Trabajo de investigació

Topics: Publicidad social, Fashion films, Recurso publicitario, Pandemia, Covid 19, Social advertising, Fashion films, Advertising resource, Pandemic, http://purl.org/pe-repo/ocde/ford#5.00.00, http://purl.org/pe-repo/ocde/ford#5.08.04
Publisher: 'Baishideng Publishing Group Inc.'
Year: 2020
OAI identifier: oai:repositorioacademico.upc.edu.pe:10757/653559
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