Resumen

LOPEZ TORRES, Zulima Azeneth  y  TORRES ESTRADA, Isabel Cristina. Ethnographic Reflexivity as Research Support in Advertising. anagramas rumbos sentidos comun. [online]. 2014, vol.12, n.24, pp.59-69. ISSN 1692-2522.

This article is intended to express the importance of ethnographic reflexivity as a research tool which can be positioned itself as one of the best strategies to address consumers, since individuals are influenced by the course of their social reality. Ethnography provides a holistic point of view of those persons who consume with respect to themselves, the environment, and the objects and/or goods available for meeting their needs, since it allows making an analysis of the business processes available for the members of a society who in turn become configurators of social representations and imaginaries in relation to acquisitions, uses, and adhesions, among other things, of what has been called merchandise in this article. These research possibilities allow the advertising exercise to find, among the number of daily data, the common elements underlying social configurations so that rhetoric in this kind of communication can be consistent with them in an attempt to reach the goal: persuasion.

Palabras clave : Ethnography; anthropology; consumer; advertising; research; merchandise; social reality; EMIC; ETIC.

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