Análisis semiótico de la estrategia de comunicación y los contenidos del spot “Unach en movimiento” de la Universidad Nacional de Chimborazo - 2021

The main objective of the work titled "Semiotic Analysis of the Communication Strategy and Content of the Spot 'Unach en Movimiento' of the National University of Chimborazo-2021" is to analyze the semiotic elements present in the advertising spot produced by the National University of Chimborazo in 2021. This analysis focuses on identifying the visual, auditory, and textual signs, evaluating their functions, and examining how they contribute to constructing the message aimed at young people interested in higher education. The analysis explores the relationship between signs and university values, the impact of visual language on the perceptions of the target audience, and the effectiveness of the communication strategy. It also includes a critical reflection on the planning and execution of the advertising spot based on data collected through techniques such as focus groups and interviews with experts in the field. This allows for an exploration of the public's perceptions of the message conveyed by the spot. The theoretical framework includes an in-depth review of semiotics, organizational communication, and advertising strategies, incorporating perspectives from authors such as Ferdinand de Saussure, Charles Peirce, and Umberto Eco. This theoretical approach underpins the analysis of the spot's narrative, symbolic elements, and persuasive components, examining how these contribute to creating a visual identity that aligns with the institution's objectives and values. Methodologically, the study adopts a qualitative approach, employing documentary and field research. Through these methodologies, the meanings constructed on the spot are investigated and contrasted with the actual values perceived by the university community and the general public. The analysis concludes that the advertising spot successfully conveys a positive and appealing image of the National University of Chimborazo, highlighting its academic excellence, achievements, and commitment to providing high-quality training for its students. However, areas for improvement are also identified, particularly in aligning the visual message with the real experiences of students, faculty, and administrative staff.

• Hlavní autor: Cevallos Mazón, Sarbelia Nicole (author)
• Médium: bachelorThesis
• Vydáno: 2025
• Témata: Semiótica; Comunicación; Spot publicitario; Unach
• On-line přístup: http://dspace.unach.edu.ec/handle/51000/14910