La construcción corporativa de la realidad social
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Universidad Complutense de Madrid
info
ISSN: 1989-3469
Ano de publicación: 2009
Título do exemplar: Los medios de Comunicación Social
Número: 3
Tipo: Artigo
Outras publicacións en: Prisma Social: revista de investigación social
Resumo
This discussion proposes the analysis of social corporate reality that brands offer to the international society with the aim to get a positive image that manages to seduce the consumer of its products and / or services. This reality appears simultaneously like alternative and complementary to the social global context, because on the one hand, demonstrates like different and attractive, but on the other hand, forms a part of the construction of the social general reality. In the analytical development of this offer will be considered the specific case of Coca Cola, for being this brand an example to follow in the social field of the corporations with spirit of profit.