The credibility of the femvertising message in the campaign against cyberbullying in Pilsen Callao

Aldana-Rondinel B.; Gallardo-Echenique E. · RISTI - Revista Iberica de Sistemas e Tecnologias de Informacao (2023)

Resumen

This study analyzes the credibility of femvertising, the advertising trend that seeks to empower women through three traits: experience, goodwill, and reliability. Its approach is qualitative based on the Pilsen Callao campaign called ‘Banners against cyberbullying’. Twenty semi-structured interviews were conducted with female students from Lima, aged between 18 and 25 years. As a result, this advertising strategy present in the campaign managed to generate credibility in the public through the experience, empathy and transparency that it demonstrated when communicating the problem. Additionally, a reclassification of the credibility traits is proposed, since the need to add one was evidenced: coherence, an attribute valued by young women, which influences their perception of credibility.

Instituciones: Universidad Peruana de Ciencias Aplicadas