Percepción de sobrevivientes de cáncer de mama, de la campaña publicitaria “Ayúdanos a desaparecer el cáncer de mama”

Palabras clave: cáncer de mama, fenomenología, investigación cualitativa, promoción social, publicidad


Introducción: Existe una creciente tendencia por parte de las marcas de tratar temas sociales y, en base a ello, los consumidores generan diferentes percepciones. Objetivo: Analizar cómo perciben las mujeres que han superado el cáncer de mama la campaña publicitaria “Ayúdanos a desaparecer el cáncer de mama” de Oncosalud. Metodología: El enfoque fue fenomenológico. Se utilizó la técnica de entrevista semiestructurada, con lo cual se analizaron las percepciones de quince mujeres que superaron esta enfermedad. Resultados: Los resultados indican que las mujeres sobrevivientes al cáncer de mama perciben la publicidad sobre este tema de manera positiva. Ellas exigen que, si la marca va a realizar una campaña sobre un tema tan delicado, el mensaje debe elaborarse de la forma más pulcra posible. Conclusiones: Su difícil experiencia de vida como pacientes oncológicas les otorga una percepción muy particular sobre lo que se debe mostrar tanto en los mensajes audiovisuales como en las redes sociales.


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Cómo citar
Rocha-Villanueva, A., Arbaiza, F., & Gallardo-Echenique, E. (2022). Percepción de sobrevivientes de cáncer de mama, de la campaña publicitaria “Ayúdanos a desaparecer el cáncer de mama”. REVISTA ESPAÑOLA DE COMUNICACIÓN EN SALUD, 13(1), 9-18.
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