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Análisis de la publicidad “El mejor día” de la marca nike
| dc.contributor.advisor | Salamea Limones, Victoria | |
| dc.contributor.author | Tigrero Roman, Alexis Daniel | |
| dc.date.accessioned | 2023-11-07T19:11:42Z | |
| dc.date.available | 2023-11-07T19:11:42Z | |
| dc.date.issued | 2023 | |
| dc.identifier.uri | http://dspace.utb.edu.ec/handle/49000/15068 | |
| dc.description | This case study focuses on the analysis of Nike's advertising campaign titled "The Best Day" with the aim of understanding its reception and influence, particularly among individuals with special needs. The campaign promotes inclusion and equality, emphasizing that everyone, regardless of their abilities, is capable of achieving their goals and should not be subjected to discrimination. To achieve this objective, various research methods are employed, including observation, interviews, and surveys. A qualitative approach is used to gather the necessary information. The results reveal the campaign's impactful reception in society, highlighting its ability to raise awareness and promote inclusion. Furthermore, an increased awareness of the importance of equal opportunities is observed. The conclusions indicate that Nike's campaign has had a positive impact on society's perception and attitude towards individuals with special needs. It is recommended to continue promoting inclusive marketing and equality in advertising. | es_ES |
| dc.description | This case study focuses on the analysis of Nike's advertising campaign titled "The Best Day" with the aim of understanding its reception and influence, particularly among individuals with special needs. The campaign promotes inclusion and equality, emphasizing that everyone, regardless of their abilities, is capable of achieving their goals and should not be subjected to discrimination. To achieve this objective, various research methods are employed, including observation, interviews, and surveys. A qualitative approach is used to gather the necessary information. The results reveal the campaign's impactful reception in society, highlighting its ability to raise awareness and promote inclusion. Furthermore, an increased awareness of the importance of equal opportunities is observed. The conclusions indicate that Nike's campaign has had a positive impact on society's perception and attitude towards individuals with special needs. It is recommended to continue promoting inclusive marketing and equality in advertising. | es_ES |
| dc.description.abstract | Este estudio de caso se centra en el análisis de la campaña publicitaria de Nike titulada "El mejor día" con el objetivo de comprender su recepción y su influencia, particularmente en personas con capacidades especiales. La campaña promueve la inclusión y la igualdad, destacando que todos, independientemente de sus capacidades, son capaces de alcanzar sus metas y no deben ser objeto de discriminación. Para lograr este objetivo, se aplican varios métodos de investigación, incluyendo observación, entrevistas y encuestas. Se emplea un enfoque cualitativo para recopilar la información necesaria. Los resultados revelan la impactante recepción de la campaña en la sociedad, destacando su capacidad para sensibilizar y promover la inclusión. Además, se observa un aumento en la conciencia sobre la importancia de la igualdad de oportunidades. Las conclusiones indican que la campaña de Nike ha tenido un impacto positivo en la percepción y la actitud de la sociedad hacia las personas con capacidades especiales. Se recomienda continuar promoviendo el marketing inclusivo y la igualdad en la publicidad. | es_ES |
| dc.format.extent | 36 p. | es_ES |
| dc.language.iso | es | es_ES |
| dc.publisher | BABAHOYO: UTB, 2023 | es_ES |
| dc.rights | Atribución-NoComercial-SinDerivadas 3.0 Ecuador | * |
| dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/3.0/ec/ | * |
| dc.subject | Inclusión | es_ES |
| dc.subject | Publicidad inclusiva | es_ES |
| dc.subject | Capacidades especiales | es_ES |
| dc.subject | Grupos vulnerables | es_ES |
| dc.title | Análisis de la publicidad “El mejor día” de la marca nike | es_ES |
| dc.type | bachelorThesis | es_ES |
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