Impacto de la comunicación social de las marcas comercialesefectos delas campañas de Coca-Cola en niños y adolescentes

Resumen

In this study we present a research on the perception on children and adolescents of social campaigns by trademarks. For this study we chose the Coca-Cola brand popularity within the children and young people; this being a brand that has incorporated social issues in their advertising campaigns for over ten years. Children and tweens have shown a hihg capacity to decode and interpret the purpose of the five social actions we have studied, as we have checked with our research data. We have also noticed that this audience is attracyed to these campaigns and has demonstrated a remarkable ability to understand the details they have of brands in general. To carry out our research we chose several significant campaigns containing social messages, recently aired by Coca-Cola, and using qualitative research, we have measured its impact in children and pre-teenagers compared with the young consumers.