La publicidad de IKEA, 1996-2012estudio de sus estrategias de comunicación en relación con los cambios sociales

  1. Sánchez Serrano, Diana
Supervised by:
  1. José Antonio Alcoceba Hernando Director
  2. Antón Álvarez Ruiz Director

Defence university: Universidad Complutense de Madrid

Fecha de defensa: 20 December 2018

Committee:
  1. Raúl Eguizábal Maza Chair
  2. Coral Hernández Fernández Secretary
  3. Gloria Gómez-Escalonilla Moreno Committee member
  4. María Cruz Alvarado López Committee member
  5. Ángel Bartolomé Muñoz de Luna Committee member

Type: Thesis

Teseo: 149047 DIALNET lock_openDocta Complutense editor

Abstract

This research pertains to the processes of interdependence between communication and society established in modern societies. More specifically, it focuses on arguing the relevance of an analysis of IKEA brand advertising campaigns aired between 1996 and 2012 and their sociological influence on Spanish society. The arrival of the Swedish multinational coincided with Spain’s largest period of modernization. Changes in the sociocultural context brought about by the new role of women, transformation of the family, globalization, or a very serious economic crisis, led to a change in mentality that determines the behavior and consumption habits of people. Since then, the strategic and conceptual positioning of IKEA has been to use the most relevant sociological phenomena or the problems generated by them, as a recurrent theme in their advertising...