Examinando por Autor "Villa Arteta, Paula Andrea"
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- ÍtemInfluencia de la publicidad de la marca Bosi en la autopercepción de la belleza de sus clientas(Fundación Universitaria Los Libertadores. Sede Bogotá., ) Villa Arteta, Paula Andrea; Avendaño, Luis AlfredoAdvertising has become a reflection of society itself in the 21st century, it has shown that hand in hand with the evolution of the market, communication strategies for brands can transcend to the point to be part of the ideas developed by human beings, through a proposal that offers a whole style of aspirational life in people, from socialization processes where any action or characteristic it has the power to go viral and become popular on extraordinary levels. All this evidenced in the middle of a consumer society, where there is a place for everything that constitutes the mass movement of any thing or idea, which, of course, is absolutely urgent to give it an economically exploitable character, as is the case with the concept of beauty that women have about themselves, thanks to the fashion advertisements of the brands of the that they are loyal buyers, and that is that multiple brands at a national and regional level join these strategies posed by the big companies in the world of fashion, and are an example of the use of beauty models and imaginaries presented in their advertisements, which become an influence on the perception of the concept of beauty itself and this becomes an imposition of standards in this regard on potential clients. This happens for example with the footwear and leather goods brand Bosi in the city of Bogotá, where it is possible to recognize that the images used in the advertising graphic pieces of the brand in a real case study, have made the women consider that feminine beauty is not only related to the use of exclusive and fashionable products, but also immediately to a sleek and neat appearance, shown here are the results of research both theory as qualitative hermeneutics that seeks to prove that for Bosi's clients, due to the communication of this mark, the attractiveness and pleasantness of the features in women, is determined only under the standards of a profile European