Abstract

QUIJANDRIA CAYO, Eliana Alejandra. Study on the Social Advertising of WWF (World Wildlife Foundation) Peru on Facebook and the Environmental Culture of Young People in Lima-Peru. anagramas rumbos sentidos comun. [online]. 2021, vol.20, n.39, pp.7-31.  Epub Sep 03, 2020. ISSN 1692-2522.  https://doi.org/10.22395/angr.v20n39a1.

The objective of this article is to determine the relationship between the social advertising of the World Wildlife Foundation (WWF) and the environmental culture of young people in metropolitan Lima. The purpose of the study is to analyze the graphic pieces used in a campaign of the aforementioned foundation, since these elements have been created with the aim of reducing the consequences of pollution, which is why the academic contributions achieved will be useful for further research. Similarly, this study describes the social advertising pieces of one of the most recognized foundations for its activist work related to the care of the planet. For this purpose, a combined methodology was applied: a content analysis of the advertising pieces in question and a survey to collect the target audience’s opinions on the graphic campaign carried out by the WWF for the end of the year holidays in 2019.The most significant finding of the survey concludes that after being exposed to social advertising the study sample presents a high degree of awareness regarding ecological and environmental problems, thus understanding the arguments from the pieces disseminated on the fan page of WWF Peru. The research concludes that in the future social advertising along with education will be able to reinforce the change of behaviors and beliefs that serve to the right structuring of the environmental culture.

Keywords : advertising; social media; culture; environment; sustainable development; climate change.

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