TY - GEN
T1 - Las Emergentes Características Discursivas de la Masculinidad para Representar la Paternidad en la Publicidad
AU - Morales-Vivanco, Veronica
AU - Gallardo-Echenique, Eliana
N1 - Publisher Copyright:
© 2021 AISTI.
PY - 2021/6/23
Y1 - 2021/6/23
N2 - This study aimed to analyze how the different masculinities construct the discursive characteristics to represent fatherhood in the spots of the Samsung brand. A qualitative study was the approach selected to undertake the study, as a means for understanding the meaning that individuals or groups ascribe to a phenomenon, or experience, in a particular context. Semi-structured interview was the main data collection technique chosen. Through the snowball technique and theoretical sampling, ten parents between 36 to 45 years old (all Samsung consumers) were interviewed. The evidence from this study indicates that family conditioning and new manifestations of masculinities contribute to changes in paternal representations, granting previously unseen characteristics for the construction of an empathic advertising discourse close to parents.
AB - This study aimed to analyze how the different masculinities construct the discursive characteristics to represent fatherhood in the spots of the Samsung brand. A qualitative study was the approach selected to undertake the study, as a means for understanding the meaning that individuals or groups ascribe to a phenomenon, or experience, in a particular context. Semi-structured interview was the main data collection technique chosen. Through the snowball technique and theoretical sampling, ten parents between 36 to 45 years old (all Samsung consumers) were interviewed. The evidence from this study indicates that family conditioning and new manifestations of masculinities contribute to changes in paternal representations, granting previously unseen characteristics for the construction of an empathic advertising discourse close to parents.
KW - advertising speech
KW - discursive characteristics
KW - masculinities
KW - menvertising
KW - paternal representation
UR - https://www.scopus.com/pages/publications/85115791611
U2 - 10.23919/CISTI52073.2021.9476548
DO - 10.23919/CISTI52073.2021.9476548
M3 - Contribución a la conferencia
AN - SCOPUS:85115791611
T3 - Iberian Conference on Information Systems and Technologies, CISTI
BT - Proceedings of CISTI 2021 - 16th Iberian Conference on Information Systems and Technologies
A2 - Rocha, Alvaro
A2 - Goncalves, Ramiro
A2 - Penalvo, Francisco Garcia
A2 - Martins, Jose
PB - IEEE Computer Society
T2 - 16th Iberian Conference on Information Systems and Technologies, CISTI 2021
Y2 - 23 June 2021 through 26 June 2021
ER -