ResumenLa publicidad engañosa puede entenderse como aquella que, con falsedades, promete cierta calidad, beneficios o satisfacción de un producto o servicio. Uno de los ámbitos susceptibles de esta mala praxis es el marketing infantil. Su publicidad presenta peculiaridades dignas de estudio, y la utilización de estrategias engañosas en el arte de seducir a estos consumidores no siempre son juzgadas ni contempladas por las legislaciones gubernamentales. Esta investigación trata de analizar la comunicación publicitaria en los envases de productos infantiles teniendo también en cuenta la naturaleza del destinatario, su comportamiento frente al medio y los factores que median en este proceso comunicativo. El objetivo es indagar hacia una tipificación de las estrategias persuasiva, haciendo énfasis en los formatos utilizados y las características principales de los argumentos persuasivos. Se analiza una muestra representativa de productos y servicios en diferentes áreas como la juguetería o el sector alimenticio. Los resultados muestran y describen patrones publicitarios engañosos en función del tipo de producto infantil. Se concluye con propuestas legislativas y pedagógicas específicas para el contexto nacional.Palabras clave: Ecuador, estrategias, marketing, niños, publicidad. AbstractFalse advertising might be understood as a type of publicity that with falseness promise a certain quality, benefit or satisfaction from a product or service. One of the areas that is vulnerable to experience this bad praxis is the children's marketing. The children's advertising present peculiarities worthy of study. The use of deceitful strategies to seduce these consumers is not always judged or contemplated by the national legislation. This reasearch tries to analyze the advertising communication in containers of children's products taking also into account the receiver's nature, his behavior when is facing the media and the factors that intercede in this communicational process. The objective is to investigate towards a categorization of the persuasive strategies, placing an emphasis on the used formats and the main characteristics of the persuasive arguments. It was analyzed a representative sample of products and services in different areas such as toy industry or the food sector. The results show and describe false advertising patterns according to the type of children's product. The article concludes with some specific legislative and educational proposals to the national context.
Brands like Nike or Adidas are predominant in almost every country. One of the keys of their success is due to the investment in advertisement and to their different strategies of promotion. This research analyzed 117 ads of five important sports brands (Nike, Adidas, Puma, Reebok, and Converse) with the higher number of views in YouTube. Within the numerous variables, the study of the main important characters, the duration of the advertising, the year or decade of creation, the presence of violence, the context or environment where they were developed, the gender that is predominant (masculine or feminine), or the character's age stand out. The results showed that women still have a secondary role in sport advertisement and that younger and celebrities have the leading role, especially in the football scope, in the majority of the observed videos. It is concluded that brands are increasingly stand up for the feminine public and gradually are spreading out in the search of new market niches in order to keep innovation in promoting youth trends with this sport brands as promoters.
Brands like Nike or Adidas are predominant in almost every country. One of the keys of their success is due to the investment in advertisement and to their different strategies of promotion. This research analyzed 117 ads of five important sports brands (Nike, Adidas, Puma, Reebok, and Converse) with the higher number of views in YouTube. Within the numerous variables, the study of the main important characters, the duration of the advertising, the year or decade of creation, the presence of violence, the context or environment where they were developed, the gender that is predominant (masculine or feminine), or the character's age stand out. The results showed that women still have a secondary role in sport advertisement and that younger and celebrities have the leading role, especially in the football scope, in the majority of the observed videos. It is concluded that brands are increasingly stand up for the feminine public and gradually are spreading out in the search of new market niches in order to keep innovation in promoting youth trends with this sport brands as promoters.
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