Nivel de recordación, explicada mediante la teoría de aprendizaje significativo en los centennials en edades que oscilan entre 16 a 18 años, de colegios públicos y privados de la ciudad de Cuenca en la zona urbana, periodo 2021-2022

Abstract

Advertising is a tool used to communicate a message about a brand or product and thus generate a memory in the mind of the consumer. To achieve this impact on the brain of consumers, theories such as learning are applied, including behavioral based on stimuli, conditioning and reinforcers or Gestalt theories, however, there exist another theory still in the learning that involves interest in learning and their prior knowledge called Meaningful Learning. The present study seeks to determine the relationship between the remembrance that generate an advertisement when applying and not applying the criteria of the theory of meaningful learning, measured in short- and long-term memory, in this way to verify if young people exposed to an advertisement, with stimulus and that meet the conditions of learning, remember at higher levels than those who are not exposed to the advertising stimulus. For this study, a group centennials was chosen with ages that oscillate between 16 and 18 in the city of Cuenca, in the urban area. This group is present most of their time in educational institutions, they are about to finish their secondary studies and enter the consumer market. It is intended to contribute to knowledge with a new approach, as not studies have been developed about meaningful learning applied to the advertising area, in this way contribute the field of study about techniques that allow to make advertisements more effective