ABSTRACT: If we look at how consumers connect us with brands, we see that storytelling has become a kind of monologue that saturates the consumer and makes these stories lose strategic effectiveness as generators of engagement in digital social networks. This thesis has as object of study to investigate a change in advertising communication that attends, more and more, to more empirical or experiential formulas as happens with storydoing.

ABSTRACT: Online shopping offers a special decision-making environment for consumers. Behavior of consumers in general and tourists in particular should be analyzed in terms of intention to participate in an event. Brand equity is a key marketing asset; hence, understanding the dimensions of brand equity raises competitive barriers. This thesis specifically focuses on investigating the influence of event brand equity on online shopping behavior in event tourism...

ABSTRACT: The object of study focuses on the use of the tie as a specific element of men's clothing, understood from a communicative dimension. In the context of information on clothing, this thesis works and investigates the influence of the visual resource of the tie as a social label.

SUMMARY: Advertising creatives live in a constant search for the next big idea that will win them an award, which is alleged to bring with him prestige, fame and admiration from peers. This search affects the creation and maintenance of creative identity. The thesis aims to discover how it impacts her and if the awards really cause a significant change in the career of creatives.

SUMMARY: Due to the fact that there do not seem to be studies that link this form of extrinsic motivation (the notes) with the advertising creative performance, my thesis project proposes an experimental design to try to answer the hypothesis that the use (in this case, the expectation) of a numerical evaluation will negatively affect the creative performance of Advertising and Public Relations students.

SUMMARY: Current communication trends lean towards gender equality, values and appeal to emotions, so why not communicate in feminine? This refers not only to communicating to women but to the general public but in a different way. Through this thesis it is intended to know the impact that communicating in feminine has on the brand image, starting from the idea that feminizing is communicating with values and not from stereotypes.