La influencia de la publicidad web en la cultura de la juventud cuencana, alumnos de la Universidad de Cuenca

Abstract

Umberto Eco declares "Every culture absorbs elements from far and near cultures, but then they are characterized by the way they incorporate those elements." Today we have a bombardment of cultures through the new digital media, and advertising is a transmitting agent of messages loaded with cultural traits that in the scope of its commercial purpose manages to integrate itself into the mind of the consumer as part of his culture. Although culture is interpretable, the insertion of knowledge or similar characteristics within various social groups make this culture homogenize. The present research aims to determine whether the advertising of food, specifically beverages, transmitted by social networks have the ability to influence the behavior of young people from Cuenca and at the same time their culture, to determine the advertising influence, the following is analyzed: - Social networks as a means of communication and the contact that young people have with these platforms. - Check the cultural characteristics present in the advertising messages of 3 brands: Agua Cielo, Frutaris and Powerade. Y, - Finally, it describes the altered cultural traits in the young students of the University of Cuenca. To collect the necessary information, qualitative and quantitative method techniques were applied that result in a mixed method investigation, through the survey as a quantitative tool, the interview as a qualitative tool and the documentary analysis also a qualitative tool to accurately determines the results.