Análisis comparativo de los estereotipos masculinos presentados por la marca Old Spice Latinoamérica en los comerciales online en la plataforma youtube en el periodo 2015 A 2017
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The purpose of this study is to identify the masculine stereotypes that the Old Spice Latin America brand presents in the advertising of online commercials on the Youtube platform between 2015 and 2017. Using as a methodology the documentary analysis through a contrast grid of concepts versus content , the different male stereotypes were analyzed and how they evolved in the space in the different commercials in order to carry out a more complete analysis and reach the main objective. In the present work, different variables were found that substantiated the analysis of male stereotypes and that made possible the definition of the model of man presented by the Old Spice brand, suggesting that there is not only one model but several, that enrich and promote the ideology of the Old Spice brand with respect to masculinity and the search for "Man Man"
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