NDLI: Analísis de los imaginarios masculinos en la ciudad de Medellín y su relación con la retórica en la comunicación publicitaria

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Analísis de los imaginarios masculinos en la ciudad de Medellín y su relación con la retórica en la comunicación publicitaria

Content Provider	Semantic Scholar
Author	Arco, Camilo Ballesteros De Restrepo, Elisa Botero Olaya, Juanita Velásquez, Sergio
Copyright Year	2014
Abstract	This research tried to identify the imaginaries present, in the city of Medellín, about male beauty and personal care, in terms of advertising communication and rhetoric. In order to achieve that, a qualitative study was conducted, in which the analysis units were documentary research, a semistructured interview applied to three (3) experts and twenty (20) youngsters aged 20 to 25 years old. This analysis allowed to identify three (3) men categories, according to the information extracted from the interviews and the advertising pieces. These categories are: 1) a vain man, who takes care of himself; 2) a more traditional gentleman, who incarnates a protector, a hero; and 3) a seductive “Don Juan”, who also takes care of himself and is also concerned about taking care of women and attract them. During the present research, it was found that advertising communication plays a key role in the maintenance, diffusion and transformation of the imaginaries, specifically in terms of male beauty for this case. Since this was an exploratory study, it is recommended that further researches would take place, in order to contribute in the development of a more effective, more accurate advertising communication, targeting to particular segments of the objective public.
File Format	PDF HTM / HTML
Alternate Webpage(s)	https://repository.upb.edu.co/bitstream/handle/20.500.11912/1457/ANA%C3%ACLISIS%20DE%20LOS%20IMAGINARIOS%20MASCULINOS%20EN%20LA%20CIUDAD%20DE%20MEDE.pdf?isAllowed=y&sequence=1
Language	English
Access Restriction	Open
Content Type	Text
Resource Type	Article

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