Efectos sobre niños y adolescentes de la comunicación social emitida por una marca comercialEl caso de Coca-Cola

Resumen

n this paper we present recent research on the impact on children and adolescents ofsocial campaigns by trademarks. We selected a well known brand in children and youth(Coca-Cola), and we also performed and presented in its communication social proposalsregularly for almost a decade. As we have seen, children and teenagers are concernedby these actions, properly interpret and seem to be influenced in the sense that in thema positive brand image, enhanced as a result of the values given by the social actions ismodeled performed. Similarly, the public shows a high ability to unravel complex details ofthese actions sometimes surpasses that shown by the young people, older. We assume thatthis effect can perhaps be caused by high interest to children and teenagers show theseactions, knowing that they are addressed to an audience that they take as a reference andare, young people themselves. For our study we have chosen some recent and notable social content of Coca-Cola, for its dissemination and character, seemed to have a markedimpact on young audiences brand campaigns.