{"id":416,"date":"2015-01-26T17:49:38","date_gmt":"2015-01-26T17:49:38","guid":{"rendered":"http:\/\/blog.ipp.edu.pe\/?p=416"},"modified":"2015-01-26T17:49:38","modified_gmt":"2015-01-26T17:49:38","slug":"lo-facil","status":"publish","type":"post","link":"https:\/\/www.ipp.edu.pe\/blog\/lo-facil\/","title":{"rendered":"LO F\u00c1CIL"},"content":{"rendered":"<p><span style=\"text-decoration: underline;\"><a href=\"http:\/\/blog.ipp.edu.pe\/wp-content\/uploads\/2015\/01\/lo-facil.png\"><img loading=\"lazy\" class=\"wp-image-417 size-full aligncenter\" src=\"http:\/\/blog.ipp.edu.pe\/wp-content\/uploads\/2015\/01\/lo-facil.png\" alt=\"lo-facil\" width=\"1000\" height=\"281\" \/><\/a><\/span><\/p>\n<p>La campa\u00f1a de ladrillos \u201c<em>Lark<\/em>\u201d ha producido comentarios y muchos. Si la publicidad se midiera por los comentarios, dir\u00eda que tuvieron \u00e9xito. Pero no es as\u00ed. Los comentarios en este caso son altamente negativos y estoy seguro que el famoso \u201c<em>no importa que hablen mal, pero que hablen<\/em>\u201d es aqu\u00ed un desprop\u00f3sito, por llamarlo de alguna manera.<\/p>\n<p><!--more--><\/p>\n<p>La campa\u00f1a se basa en el facilismo equivocado de que algo atractivo se transfiere de inmediato al producto, aunque no tenga ninguna vinculaci\u00f3n y esta trate de forzarse con frases. El utilizar la imagen de una chica atractiva que no tiene nada que ver con el producto (\u00a1ladrillos!)\u00a0 y frases \u201c<em>sugerentes<\/em>\u201d (hay que decirlo de alg\u00fan modo) que tratan de definir \u201ccualidades\u201d que compartir\u00edan la chica y el producto, es un recurso f\u00e1cil y primarioso.<\/p>\n<p>El revuelo se ha armado porque, evidentemente, se cosifica a la mujer, poni\u00e9ndola al nivel de un adorno atractivo. Se la usa como s\u00edmbolo sexual (y aqu\u00ed algunos insistir\u00e1n que los hombres mirar\u00e1n las piezas publicitarias) en un alarde machista que no deja bien parados ni a los creadores, ni al p\u00fablico objetivo al que se le considera con un cerebro de tama\u00f1o min\u00fasculo, si se cree que preferir\u00e1 el producto porque ah\u00ed hay una mujer atractiva. Ojo que no estoy diciendo que no se VEA, sino que verlo, no significa COMPRAR la marca. No es as\u00ed la publicidad.<\/p>\n<p>Si fuera as\u00ed, bastar\u00eda con poner mujeres u hombres en poses sugerentes (una para cada sexo), escasos o privados de ropa y un producto cualquiera al lado, para hacer los avisos m\u00e1s efectivos. Es como si reduj\u00e9ramos las matem\u00e1ticas a sumar, y encima el resultado estuviera mal.<\/p>\n<p><strong>Manolo Echegaray.<\/strong><\/p>\n<p>19.1.2015<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La campa\u00f1a de ladrillos \u201cLark\u201d ha producido comentarios y muchos. Si la publicidad se midiera por los comentarios, dir\u00eda que tuvieron \u00e9xito. Pero no es as\u00ed. Los comentarios en este caso son altamente negativos y estoy seguro que el famoso [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[1],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v19.7.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>LO F\u00c1CIL | IPP<\/title>\n<meta name=\"description\" content=\"La campa\u00f1a de ladrillos \u201cLark\u201d ha producido comentarios y muchos. 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