| dc.contributor | Arbaiza Rodríguez, Francisco | |
| dc.creator | Alomía Díaz, Ximena | |
| dc.date | 2022-02-20T17:18:04Z | |
| dc.date | 2022-02-20T17:18:04Z | |
| dc.date | 2022-02-20T17:18:04Z | |
| dc.date | 2022-02-20T17:18:04Z | |
| dc.date | 2021-12-10 | |
| dc.date.accessioned | 2023-08-07T23:40:39Z | |
| dc.date.available | 2023-08-07T23:40:39Z | |
| dc.identifier | 0000 0001 2196 144X | |
| dc.identifier | http://hdl.handle.net/10757/659013 | |
| dc.identifier.uri | https://repositorioslatinoamericanos.uchile.cl/handle/2250/7958785 | |
| dc.description | Advertising has been present in people’s lives through strategies for the sale of products, satisfying their needs, and interacting with them. The advertising of beauty and feminine care products has been one of the most constant through the traditional formula of using stereotypical models of women highlighting their beauty and perfection. However, the evolution of advertising and the empowerment of women is generating new responses in consumers. Precisely, the purpose of this exploratory study is to identify the perception of Peruvian women on how advertising represents the ‘real woman’ in Peru in the field of beauty and personal care products. This study concludes that Peruvian women recognize that there is still a limited presence of ‘real women’ in advertising despite the widespread social demand for a change in the advertising discourse. | |
| dc.description | La publicidad ha estado presente en la vida de las personas a través de estrategias de venta de productos, satisfaciendo sus necesidades e interactuando con ellas. La publicidad de productos de belleza y cuidado femenino ha sido una de las más constantes a través de la fórmula tradicional de utilizar modelos estereotipados de mujeres, resaltando su belleza y perfección. Sin embargo, la evolución de la publicidad y el empoderamiento de la mujer está generando nuevas respuestas en los consumidores. Precisamente, el propósito de este estudio exploratorio es identificar la percepción de las mujeres peruanas sobre cómo la publicidad representa a la 'mujer real' en el Perú en el campo de productos de belleza y cuidado personal. Este estudio concluye que las mujeres peruanas reconocen que aún existe una presencia limitada de "mujeres reales" en la publicidad a pesar de la demanda social generalizada de un cambio en el discurso publicitario. | |
| dc.description | Tesis | |
| dc.format | application/msword | |
| dc.format | application/epub | |
| dc.format | application/pdf | |
| dc.language | spa | |
| dc.publisher | Universidad Peruana de Ciencias Aplicadas (UPC) | |
| dc.publisher | PE | |
| dc.rights | Attribution-NonCommercial-ShareAlike 4.0 International | |
| dc.rights | info:eu-repo/semantics/openAccess | |
| dc.rights | http://creativecommons.org/licenses/by-nc-sa/4.0/ | |
| dc.source | Repositorio Académico - UPC | |
| dc.source | Universidad Peruana de Ciencias Aplicadas (UPC) | |
| dc.subject | Estereotipos | |
| dc.subject | Perception | |
| dc.subject | Stereotypes | |
| dc.subject | Radiodifusión comercial | |
| dc.subject | Publicidad | |
| dc.subject | Percepción | |
| dc.subject | Advertising | |
| dc.subject | Commercial broadcasting | |
| dc.subject | https://purl.org/pe-repo/ocde/ford#5.08.04 | |
| dc.subject | http://purl.org/pe-repo/ocde/ford#5.00.00 | |
| dc.title | The perception of Lima women about the representation of ‘real woman’ in the advertising discourse of beauty and feminine care products | |
| dc.type | info:eu-repo/semantics/bachelorThesis | |
