Addressing the presence and development of virtual reality in the professional field is a somewhat complex challenge. It is a current topic in multiple forums and an emerging field, but it has not consolidated a solid theoretical and academic basis on which to base its presence in society, as well as its possibilities in relation to the construction of storytelling, a new look and business models. This article explains the communicative use of virtual reality in the business and institutional spheres. It is proposed through a representative review of case studies the uses of the multimedia format with immersive capacity and virtual reality developed by some institutions, in order to delimit their intentionality to raise awareness, educate, entertain, inform or develop marketing strategies. In the same way, it describes if this format is only a fashion or a strategy to achieve presence of...

The speedy evolution of Internet and the penetration of social networks has changed the way of communicating that was usually had the fashion. Gone are the models of communication that placed traditional media at the centre of their strategic management. The new trends contextualize social networks as the backbone of the relationship with audiences. In this sense, real weddings have become a fundamental tool for the fashion brands participating in the event thanks to their wide potential as an instrument to spread the messages. The text opts for multiple case studies to link the main international fashion brands with special events and goes to the content analysis of the profiles of social networks in which the leading firms have a presence. The results reveal how audiences react to the communication efforts made and the pertinence of resorting to these acts to improve engagement with st...

This article presents research describing gender roles offered to boys and girls from Christmas toy advertising through broadcast television in Lima. These messages provide content that lead to the adoption of stereotypical gender roles from an early age, which are perpetuated throughout life. This article has been worked on a multidisciplinary approach and from a quantitative and qualitative perspective. Analysis was performed first toy market in Lima, the number of spots broadcast during the Christmas season, and then select the most emission spots and analyze how gender representations proposed. The different and complementary looks seek to understand this reality and how widespread evidence to bring these campaigns to propose new ways to build more equitable sexuality advertising.