Childhood immersion in the consumer culture: brand loyalty
The present work analyses how advertising works, from a critical perspective. Advertising is used not only as a tool for selling products but also as a platform that fosters certain lifestyles and ways of thinking – in short, as a vehicle for ideological concepts. The arguments presented in the work...
Guardado en:
| Autores principales: | , , |
|---|---|
| Formato: | Artículo publishedVersion Karpeta |
| Lenguaje: | Español |
| Publicado: |
Grupo de Investigación Cultura Digital y Movimientos Sociales. Cibersomosaguas
2014
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| Materias: | |
| Acceso en línea: | https://revistas.ucm.es/index.php/TEKN/article/view/48261 http://biblioteca.clacso.edu.ar/gsdl/cgi-bin/library.cgi?a=d&c=es/es-028&d=article48261oai |
| Aporte de: |
| id |
I16-R122-article48261oai |
|---|---|
| record_format |
dspace |
| institution |
Consejo Latinoamericano de Ciencias Sociales |
| institution_str |
I-16 |
| repository_str |
R-122 |
| collection |
Red de Bibliotecas Virtuales de Ciencias Sociales (CLACSO) |
| language |
Español |
| topic |
Marketing; socialization; childhood; adolescence; brand marketing; socialización; infancia; adolescencia; marca; eslogan; televisión; manipulación publicitaria |
| spellingShingle |
Marketing; socialization; childhood; adolescence; brand marketing; socialización; infancia; adolescencia; marca; eslogan; televisión; manipulación publicitaria Liébana Checa, José Antonio Real Martínez, Santiago Gutiérrez Urquiza, Fuensanta Childhood immersion in the consumer culture: brand loyalty |
| topic_facet |
Marketing; socialization; childhood; adolescence; brand marketing; socialización; infancia; adolescencia; marca; eslogan; televisión; manipulación publicitaria |
| description |
The present work analyses how advertising works, from a critical perspective. Advertising is used not only as a tool for selling products but also as a platform that fosters certain lifestyles and ways of thinking – in short, as a vehicle for ideological concepts. The arguments presented in the work are based on research carried out in the Spanish city of Ceuta, located in North Africa, amongst boys, girls and adolescents, using different questionnaires to study issues of brand recognition and slogan recall. A core theme of the work is how childhood and adolescence are used in advertising, which is linked to the aim of creating brand loyalty. Boys and girls of just five years old already recognise and recall a large number of brands, albeit fewer slogans; they live in a visual society that is dominated by images. What is more, this is a society in which it is important to advertisers to create homogeneous groups, with similar tastes. The media via which advertising is conveyed are many and diverse, but it is television that stands out in particular, thanks to its omnipresence in every-day life. It is important, therefore, to continue researching these issues and, as a priority, to provide education within schools on the advertising strategies employed, so that young people are made aware of the different ways in which they are being manipulated. |
| format |
Artículo publishedVersion Karpeta Artículo publishedVersion Karpeta |
| author |
Liébana Checa, José Antonio Real Martínez, Santiago Gutiérrez Urquiza, Fuensanta |
| author_facet |
Liébana Checa, José Antonio Real Martínez, Santiago Gutiérrez Urquiza, Fuensanta |
| author_sort |
Liébana Checa, José Antonio |
| title |
Childhood immersion in the consumer culture: brand loyalty |
| title_short |
Childhood immersion in the consumer culture: brand loyalty |
| title_full |
Childhood immersion in the consumer culture: brand loyalty |
| title_fullStr |
Childhood immersion in the consumer culture: brand loyalty |
| title_full_unstemmed |
Childhood immersion in the consumer culture: brand loyalty |
| title_sort |
childhood immersion in the consumer culture: brand loyalty |
| publisher |
Grupo de Investigación Cultura Digital y Movimientos Sociales. Cibersomosaguas |
| publishDate |
2014 |
| url |
https://revistas.ucm.es/index.php/TEKN/article/view/48261 http://biblioteca.clacso.edu.ar/gsdl/cgi-bin/library.cgi?a=d&c=es/es-028&d=article48261oai |
| work_keys_str_mv |
AT liebanachecajoseantonio childhoodimmersionintheconsumerculturebrandloyalty AT realmartinezsantiago childhoodimmersionintheconsumerculturebrandloyalty AT gutierrezurquizafuensanta childhoodimmersionintheconsumerculturebrandloyalty AT liebanachecajoseantonio lainmersioninfantilenlaculturadelconsumolafidelidadalamarca AT realmartinezsantiago lainmersioninfantilenlaculturadelconsumolafidelidadalamarca AT gutierrezurquizafuensanta lainmersioninfantilenlaculturadelconsumolafidelidadalamarca |
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Repositorios |
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