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

Zusammenfassung

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...