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Subversive Marketing: La creación de resistencia al consumismo y a la publicidad de las marcas
Juan Antonio Vargas Barraza firstname.lastname@example.orgUniversidad de Guadalajara
Luis Uriel Hernández Ramírez email@example.comUniversidad de Guadalajara Antonio de Jesús Vizcaíno firstname.lastname@example.org
Universidad de Guadalajara
ABSTRACT According to Zoja (1989) the consumer has effectively converted into the primary ritual of a modern society where consuming only the necessary doesn’t matter anymore, but that the people look to be part of a group, be seen as someone that possess power, a stereotype for others, what leads to acquiring unnecessary products and services, or some with a high price due to social pressure and not to be an outcast from their circle of interest. This consumer spiral has come to the exploitation of resources by companies to satisfy those desires created by publicity. For the same reason some consumers have started to generate a change of mind about the role publicity plays and consumption, where the consumers would accept products that have a lower environmental impact, creating social movements or be in search of places where they can express their negative feelings on the traditional market (Biddle & Knights, 2007). This work proposes a series of reelections about how to generate conscience in the consumers, focusing on the younger consumers, this because they are the ones who notice the publicity impact, and also due to the fact that the youth are the ones that have an individual difference on the response to rejection and ambivalence to advertising. (Hyun Jin & Villegas, 2007)