El discurso comunicativo en el manejo publicitario de marcas deportivas. Estudio de caso: Adidas y Nike
The consumer society is articulated by advertising. Through it the companies raise their identity, values and everything related to their corporate identity in order to generate an image that suits their needs and objectives. Through the advertisement, communication, sound and stereotypes we seek t...
| Autor Principal: | Chamorro Fuertes, Valeria Nataly |
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| Otros Autores: | Tapia Escobar, Juan Francisco |
| Formato: | bachelorThesis |
| Idioma: | spa |
| Publicado: |
2015
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| Materias: | |
| Acceso en línea: |
http://dspace.ups.edu.ec/handle/123456789/9584 |
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| Sumario: |
The consumer society is articulated by advertising. Through it the companies raise their identity, values and everything related to their corporate identity in order to generate an image that suits their needs and objectives.
Through the advertisement, communication, sound and stereotypes we seek to understand how and under what circumstances Adidas and Nike brands employed audiovisual tools and narratives which are used to position themselves, therefore we propose an analysis of the advertising speeches used prior to the completion of the World Cup Brazil 2014, specifically in Adidas commercials: The Dream : all in or nothing and Nike: Winner Stays, how the narratives are performed in these spots helped with the most famous spoke –men in the sports market.
Later on we compare the brands from its historical trajectory, the positioning achieved from its beginnings until today, and finally a comparison in the advertising strategies employed by each of the brands in the creation of their audiovisual advertising, with the purpose to understand which brand takes more advantage of the audiovisual tools to obtain a better positioning. |
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