Análisis de los estudios de la publicidad en el marco de la comunicación dentro del contexto universitario de la ciudad de Cuenca

Abstract

The research was developed around the analysis of advertising studies in Cuenca university context. The process of executing the research was determined by three moments: First, it was responsible for collecting information on the historical background of emergence and development of the media; A second moment focused on the influence of advertising within the cultural, political, and economic context of globalization; The third and last moment was focused on the analysis of advertising studies in Social Communication careers at three Cuenca universities: University of Cuenca, Catholic University of Cuenca, Azuay University. The development of this third moment used the analysis of the current academic syllables applied in the mentioned universities, besides the opinions of teachers from the universities mentions, opinions gathered through interviews. What we try to investigate in this work was the approach that has the teaching of advertising in university education, trying to understand if this approach is merely commercial or if there is a formation of advertising closest to the social function to processes of social transformation. One of the axes from which it started was the relationship between advertising and society. It was considered important to investigate the extent to which advertising may or may not configure the structures, values, and social needs of a community, and since the university's academic sphere is the space in which future publicists are trained, it was thought important to address the relationship between advertising / society from this place.