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Universidad Tecnológica Equinoccial Facultad De UNIVERSIDAD TECNOLÓGICA EQUINOCCIAL FACULTAD DE CIENCIAS SOCIALES Y COMUNICACIÓN PROGRAMA DE PUBLICIDAD TRABAJO PREVIO A LA OBTENCIÓN DEL TÍTULO DE LICENCIADO EN PUBLICIDAD TÍTULO: ANTIPUBLICIDAD, CASOS, ANÁLISIS Y APLICABILIDAD EN EL ECUADOR. AUTOR: RODRIGO MEJÍA VERA DIRECTORA: GABRIELA GARCÍA AGOSTO 2014 QUITO - ECUADOR El contenido del presente se responsabiliza su autor. 171392608-5 La antipublicidad y su aplicabilidad en el Ecuador, es un trabajo en el que se exponen criterios de comunicación y de necesidades, hace referencia al consumo y a nuestra sociedad de consumo, a su vez se estudia su contraparte que es el anticonsumismo. Se analiza además sobre las marcas y el proceso de construirlas, también hacia quien van dirigidas y el marketing. Se hace un estudio sobre la publicidad, su historia y sus elementos que la conforman. Más adelante se empieza a abordar el corazón de la tesis con el tema de culture jamming, y sus principales exponentes, la antipublicidad en el mundo y en América Latina. Los exponentes que a su vez han tomado a la antipublicidad para hacer publicidad. Se realiza una investigación por medio de entrevistas a representantes de la publicidad ecuatoriana, y a su vez se analizan las leyes vigentes en el país con el fin de determinar la funcionalidad de la antipublicidad en el país. INTRODUCCIÓN En la presente investigación se abordará al movimiento antipublicitario, pasando por su definición, importancia, efectividad, casos de éxito, también su uso como soporte publicitario. El desarrollo de este tema es muy interesante e importante ya que la antipublicidad es un soporte sobre el cual se pueden expresar ideas sobre inconformidad de tipo social. Hoy por hoy artistas, activistas, escritores, bromistas, estudiantes, etc se dedican a hacer antipublicidad, incluso profesionales en publicidad se dedican a piratear avisos en su tiempo libre. Además es importante recalcar que en el país no existe una posición formal ya sea de grupos organizados o documentación acerca de este tema. Tabla de contenido PROBLEMA I TÍTULO I OBJETIVOS I OBJETIVO GENERAL I OBJETIVOS ESPECÍFICOS I IDEA A DEFENDER II JUSTIFICACIÓN II 1 CAPÍTULO: DEFINICIONES 1 1.1 COMUNICACIÓN: DEFINICIÓNES Y CONCEPCIÓN 1 1.1.1.1 PROPÓSITOS Y FINES DE LA COMUNICACIÓN 2 1.2 LOS MEDIOS DE COMUNICACIÓN 3 1.2.1 ¿QUÉ SON LOS MEDIOS DE COMUNICACIÓN? 3 1.2.2 TIPOS DE MEDIOS DE COMUNICACIÓN 4 1.3 LAS NECESIDADES: DEFINICIÓN Y CONCEPTUALIZACIÓN 7 1.4 EL CONSUMO: DEFINICIONES 9 1.5 EL CONSUMIDOR 11 1.5.1 TIPOS DE CONSUMIDORES 11 1.6 EL COMPORTAMIENTO DEL CONSUMIDOR 12 1.7 EL CONSUMISMO 13 1.8 LA SOCIEDAD DE CONSUMO 15 1.9 LOS ECUATORIANOS Y EL CONSUMO EN CIFRAS 19 1.10 EL ANTICONSUMISMO 21 1.11 EL PRODUCTO 23 1.11.1 CLASIFICACIÓN DE LOS PRODUCTOS 23 1.12 ¿QUÉ ES UNA MARCA? 24 1.13 EL BRANDING 25 1.14 EL MERCADO 26 1.14.1 EL ESTUDIO DE MERCADO 27 1.14.2 LA SEGMENTACIÓN DE MERCADO 28 1.15 EL MARKETING: DEFINICIONES 29 1.15.1 ETAPAS DEL MARKETING 30 1.16 PUBLICIDAD: CONCEPCIÓN Y DEFINICIONES 31 1.16.1 OBJETIVOS DE LA PUBLICIDAD 31 1.16.2 LA CAMPAÑA PUBLICITARIA 33 1.16.3 LA ESTRATEGIA PUBLICITARIA 34 1.16.4 EL EJE DE CAMPAÑA 34 1.16.5 CLASES DE PUBLICIDAD 35 2 CAPÍTULO: CONCEPCIONES, ORIGEN, EXPONENTES Y CASOS DE CULTURE JAMMING ASÍ COMO DE LA ANTIPUBLICIDAD EN EL MUNDO Y EN AMÉRICA LATINA 37 2.1 EL CULTURE JAMMING: DEFINICIONES Y ORIGEN 37 2.2 EXPONENTES MODERNOS DEL CULTURE JAMMING 41 2.2.1 RON ENGLISH 41 2.2.2 BANKSY 43 2.2.3 ZEVS 45 2.2.4 THE DECAPITATOR 47 2.2.5 OBEY 49 2.2.6 EL REVERENDO BILLY Y LA IGLESIA DE DEJAR DE COMPRAR 52 2.3 LA ANTIPUBLICIDAD, DEFINICIÓNES Y CONCEPTUALIZACIÓN 58 2.4 ORÍGENES DE LA ANTIPUBLICIDAD 63 2.5 MOVIMIENTOS ANTIPUBLICITARIOS EN EL MUNDO 70 2.5.1 ESTADOS UNIDOS Y CANADÁ 71 2.5.1.1 BILLBOARD LIBERATION FRONT 71 2.5.1.2 ADBUSTERS 73 2.5.1.3 ANTIADVERTISING AGENCY 77 2.5.1.4 THE BUBBLE PROJECT 79 2.5.1.5 GREENPEACE 81 2.5.1.6 POSTER BOY 84 2.5.2 FRANCIA 85 2.5.2.1 RESISTENCIA A LA AGRESIÓN PUBLICITARIA 85 2.5.2.2 DOCTEUR GECKO 87 2.5.2.3 EL MOVIMIENTO “CASSEURS DE PUB” 88 2.5.2.4 ALAIN LE QUERNEC 90 2.5.3 ITALIA 91 2.5.3.1 BE YOURSELF MOVEMENT 91 2.5.4 ESPAÑA 92 2.5.4.1 MAKEA 92 2.5.4.2 CONSUME HASTA MORIR 95 2.5.4.3 MALABA 98 2.6 PRINCIPALES REPRESENTANTES EN AMÉRICA LATINA 99 2.6.1 ARGENTINA 99 2.6.1.1 PROYECTO SQATTERS 99 2.6.1.2 BUBBLE PROJECT ARGENTINA 102 2.6.1.3 ÓSCAR BRAHIM 102 2.6.1.4 IMPLÍCATE 104 2.6.2 COLOMBIA 105 2.6.3 CHILE 106 2.6.3.1 MOVIMIENTO PUEBLO NUEVO 106 2.6.4 MÉXICO 108 2.6.4.1 EL PODER DEL CONSUMIDOR 108 2.6.4.2 LORENA WOLFFER 109 2.6.5 BRASIL 110 2.6.5.1 ANONYMUS RIO 110 2.7 MOVIMIENTOS ANTIPUBLICITARIOS EN EL MUNDO 111 2.7.1 EL ACUERDO DE “NO AGRESIÓN” A LA MUJER EN FRANCIA 111 2.7.2 EL CASO KITKAT VS GREENPEACE 113 2.7.3 LA ACCIÓN FASHION VICTIMS 118 2.7.4 EL CASO DETOX SOCCER 120 2.7.5 EL CASO DETOX LEVI’S 123 3 CAPÍTULO: LA ANTIPUBLICIDAD COMO RECURSO PUBLICITARIO 126 3.1 EL RECURSO FAVORITO DE OLIVIERO TOSCANI 128 3.2 NOLITA-NO ANOREXIA 130 3.3 PUBLICIDAD VS ANTIPUBLICIDAD 132 4 CAPÍTULO: INVESTIGACIÓN 133 4.1 OBJETIVOS: 133 4.1.1 OBJETIVO GENERAL 133 4.1.2 OBJETIVOS ESPECÍFICOS 133 4.2 METODOLOGÍA DE LA INVESTIGACIÓN 134 4.2.1 MÉTODOS TEÓRICOS 134 4.2.2 MÉTODOS EMPÍRICOS 134 4.3 FUENTES DE LA INVESTIGACIÓN 134 4.3.1 FUENTES PRIMARIAS 134 4.3.2 FUENTES SECUNDARIAS 134 4.4 DIFUSIÓN DE RESULTADOS 135 4.5 FUENTES DE LA INVESTIGACIÓN 135 4.6 UNIVERSO DE ESTUDIO 135 4.7 MUESTRA 135 4.8 MODELO DE ENTREVISTA 136 4.9 ANÁLISIS DE ENTREVISTAS 137 4.9.1 ALEJANDRO BOTTAS 137 4.9.2 JUAN LÓPEZ DE URALDE 139 4.9.3 JUAN CAMILO GONZÁLEZ 140 4.9.4 MARTÍN HAAS 141 4.9.5 CARLOS REYES 142 4.9.6 SAVIANO DE ABREU 146 4.9.7 YOLANDA DOMÍNGUEZ 147 4.9.8 CARLOS OVIEDO 147 4.9.9 PAÚL LÓPEZ SALAZAR 150 4.9.10 JUAN PABLO ENRÍQUEZ 153 4.9.11 MARCELO CALDERÓN 155 4.9.12 OSWALDO TERREROS / ARTISTA / PINTOR 157 4.10 CASOS ANTIPUBLICITARIOS ENCONTRADOS EN EL ECUADOR 160 4.10.1 CHEVROFF 160 4.10.2 DON BURRO 162 4.11 ANÁLISIS DE LA LEY ORGÁNICA DE COMUNICACIÓN 165 4.12 ANÁLISIS DE LA LEY DE PROPIEDAD INTELECTUAL DEL ECUADOR 168 4.13 CONCLUSIONES Y RECOMENDACIONES 171 4.13.1 CONCLUSIONES 171 4.13.2 RECOMENDACIONES 173 4.14 BIBLIOGRAFÍA 174 4.15 ANEXOS ADICIONALES 182 ÍNDICE DE GRÁFICOS Ilustración 1 La Pirámide de necesidades. Fuente: (Stanton, W. Etzer, M. & Walker, B. 2012, p. 120) ........................................................................................................... 8 Ilustración 2 Consumismo. Fuente: (Maunder, T. 2012. Obtenido el 7 diciembre, 2013, de: www.glogster.com/edwardsilentjohnson3142/consumerism-glog- by-tom-maunder/g-6ksrp99f94204m5qraadma0) .................................................... 15 Ilustración 3 Variaciones anuales del índice nacional de consumo. Fuente: (INEC, 2014. Obtenido el 3 abril de 2014, de: www.ecuadorencifras.gob.ec/historico-ipp-2012 ..................................................... 20 Ilustración 4 Variaciones anuales del índice nacional de consumo. Fuente: (INEC, 2014. Obtenido el 3 abril de 2014, de: www.ecuadorencifras.gob.ec/historico-ipp-2012 ..................................................... 21 Ilustración 5 Segmentación de mercado. Fuente: (Wasanga, 2014. Obtenido el 22 mayo de 2014, de: wasanga.com/vegagarcia/conceptos-de- mercadotecnia-marketing-2 ................................................................................................. 29 Ilustración 6 Dadaísmo. Fuente: (Gatopistola, 2013.) Obtenido el 4 febrero de 2014, de: http://gatopistola.blogspot.com/2011/11/dadaismo-politico-por- cesar-vallejo.html ...................................................................................................................... 39 Ilustración 7 Dadaísmo. Fuente: (ArteSpain, 2012.) Obtenido el 4 febrero de 2014, de: http://www.artespain.com/pintura/caracteristicas-del-dadaismo 40 Ilustración 8 Propaganda. Fuente: (English, R. 2012) Obtenido el 29 marzo de 2014, de: https://www.popaganda.com ......................................................................... 42 Ilustración 9 Propaganda. Fuente: (English, R. 2012) Obtenido el 29 marzo de 2014, de: https://www.popaganda.com ......................................................................... 42 Ilustración 10 Propaganda. Fuente: (English, R. 2012) Obtenido el 29 marzo de 2014, de: https://www.popaganda.com ......................................................................... 43 Ilustración 11 Banksy Fuente: (Banksy. 2012) Obtenido el 2 junio de 2014, de: http://banksy.co.uk ................................................................................................................... 44 Ilustración 12 Banksy Fuente: (Banksy. 2012) Obtenido el 2 junio de 2014, de: http://banksy.co.uk ................................................................................................................... 44 Ilustración 13 Banksy Fuente: (Banksy. 2012) Obtenido el 2 junio de 2014, de: http://banksy.co.uk ................................................................................................................... 45 Ilustración 15 ZEVS: Fuente: (Greenberg, A. 2011) Obtenido el 13 junio de 2014, de: www.artspace.com/magazine/interviews_features/zevs ................ 46 Ilustración 16 ZEVS: Fuente: (Decapitator, T. 2014) Obtenido el 2 marzo de 2014, de: www.flickr.com/photos/the_decapitato ..................................................... 47 Ilustración 17 ZEVS: Fuente: (Decapitator, T. 2014) Obtenido el 2 marzo de 2014, de: www.flickr.com/photos/the_decapitator ................................................... 47 Ilustración 18 ZEVS: Fuente: (Decapitator, T. 2014) Obtenido el 2 marzo de 2014, de: www.flickr.com/photos/the_decapitator ................................................... 48 Ilustración 19 ZEVS: Fuente: (Decapitator, T. 2014) Obtenido el 2 marzo de 2014, de: www.flickr.com/photos/the_decapitator ................................................... 48 Ilustración 20 Obey Giant: Fuente: (Obey, 2014) Obtenido el 4 marzo de 2014, de: www.obeygiant.com ........................................................................................................ 49 Ilustración 21 Obey Giant: Fuente: (Obey, 2014) Obtenido el 4 marzo de 2014, de: www.obeygiant.com ..........................................................................................
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