“Lo bueno y lo malo del Marketing” | Gaston Santhia | TEDxYouth@Funes

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good afternoon thank you first of all

for today’s good talk call

it’s just harder than ever

to row it because two people come

they talk about the problems of consumption and I

I’m going to talk about the opposite

so I’m not really going to

talk about otherwise the idea is a

little try to understand the two faces

of marketing finally if there is something that

has the marketing at least since

many years ago that

fortunately I’m in this I think that

I started when I was a little bit more

great that any of you who

they are here

I started with the advertising medium very

very tiny and what I learned throughout

case I was learning over the years is

that there are like two faces not a good face

and a bad face and one has to do in

what position is placed on this topic

I think it’s important

to see if I can handle this

First you have to learn it because the

good stone

after this poem for several reasons

first because it is a poem that circulates

in many internet sites especially

in self-help sites sometimes arrives

as an instant picture when being

as long as it appears if they see it is a poem

pretty cute with only one thing that

appears at the end that is the name

Antonio Pereira

Japan is the nickname that is a

poet writer and Brazilian teacher but

that unfortunately never appears in

the versions of the poem that

circulate on the internet even some

changed

then like that poor Antonio

pereira let’s say somehow

lack marketing

first I brought it for a little

revalorize it he asks to revalue

is that those who use their poem put their

name because he invented it and I think

very appropriate also bring it to

understand with the stone what we talk about

when we talk about marketing because of

somehow marketing is like the

stone

here the poem says that someone stumbled

with them someone used it to make

damage and someone else used it to create

things or to sit down and somehow

marketing is the same be it in general

you tell us those who work in

marketing and bad marketing

you make our brain

I want to do things that we do not want to do

and we are like the news and the dores

social issues that we make people leave

running to buy things will consume

things desperately breaking doors

lest we have a lousy image and a

little since the marketing association

what we want to do is try that

people understand what we’re talking about

when we talk about marketing and

obviously as I say here

in some way it is a stone we can

use it in a good way or we can

use it in a bad way to those who

we work in marketing in general what

What we have is this that we

we call an ethical dilemma

what is the good ethical dilemma there are two

Ways to understand marketing

I particularly threw me one by

I bow which is no angel

is what does that mean I am good neither

much less but somehow when

we talk about marketing ourselves

we work in marketing what we say

is that we’re going to try to understand what

he wants the people who want the

consumers is really our

work is to try to understand what

go to the people and see how we do

products or services that respond to

that people are in need of people

he is missing

on the other hand and another side of marketing

what is that little devil figure that

pose

create the marketing needs or wants

that are unnecessary

actually as something that I thought

very important one of the talks in

reality of the two pull things out I

also like to learn from what

He listened before those who speak with me

and there’s something you said about being

human and that is that we are gregarious

it is true that we are social individuals

when we are born we are individual when

we do it we have needs that are

we are hungry we are thirsty

dream

we cry because we hurt things we are

little ones but as we go

growing what happens is that we started

to go out and socialize and we started having

a greater interest in sharing moments

in sharing things with us

surround and sometimes influences are generated

mutual

this is a product of marketing is not

a product of marketing marketing

what it does is take advantage of that

particularity that we have the beings

human having needs

individual and social and see that

we create to meet those needs

but if they get to see history made

two thousand years ago if one appeared

person within a social group that

He was dressed different inbetween

the Romans was a barbarian and I did not see

someone marketing that said look

how it dresses we will follow the stones

they were barbarians was the indistinct one for a

Social issue

today somehow we what

we do is take advantage of marketing and

use different science resources

communication science of the

human psychology of the psycho partner

about sociology part of the economy

and we take what is best for us

in some way reinforce network

certain behaviors and offer

alternatives to meet needs

we want to give them something that I thought

interesting sotoles to appear before

the girls fixes two images

there we have a personality that stops

does not carry the girl to the

that you like there is at least one that

I know it’s like this we have the same person

was a famous singer who is

represented as it appears in the notice

advertising and how is really the

photo that is the photo that is at

right

if they are fixed there is a certain amount of

touches throughout every person and what

that does this is somehow

show them how many times what

we try to take advantage when working

in marketing is in certain cases the

importance of what the leaders are

importance of figures that are followed

by a lot of people who go through these

leaders

these leaders are somehow

enlarged I also go back to history

and notice that we do not really do

more or less than what a poet did

Greek 2,500 years ago taken the

figure of a hero and that hero who

I would have crossed a river was transformed

by the Greek poet in someone who

had jumped one had not crossed

a mountain and they exalted him and in him and

what people wanted to be all of

they wanted to be like hercules as their

heroes in some way what we do

here with the photoshop is to enhance the

figure of the idol we become more

idol still but what is the theme

the issue is that what happens is that

a moment is coming and there it is

when I talk about the ethical dilemma and why

that they will see that throughout the

talk I have my own position on

this what happens is that we are

trying to create a model that people

replicate can not put it in this

presentation because it was very fast what

I’m going to do but it hurt me a lot

a campaign that lives a national brand

in which two very young girls come out

extremely skinny

I fulfilled my role as communicator and what

spread on the network

from which I am so that people

create awareness of that and we are

trying to create an image

practically rickety of a person

and think that the big problem that if I

I consider the bad side dark side of

our profession is when we only

we are in the model and we do not give place to

another option to stay only the

model in the idea of ​​what is the ideal

of person leaves us out of something we

it comes only in the social but it makes us

lose focus the individual and when

we lose focus on the individual what

it can happen is that beyond our

social relationship beyond wanting

feel comfortable with others

then we are in the same place and

there we do something that we do not like very much

but we do not stay that we do not want to stay

bad because to feel integrated

part of something is sometimes we lose that

personality and it has happened to all of us

you have to be careful it is when if

that impacts on the individual as beings

humans each have a metabolism and

To some degree

we in marketing have been

guilty of many diseases

social problems such as bulimia and anorexia

that is, we can do harm

physical to people if we do not talk to

responsibility and there when I think

that you have to understand that the

that we are working with professionals

of marketing

we are very poor one part we are very

insistent with care with what

we are careful with what we express

for the consequences that has

fortunately, little by little he is seeing a

change finish what is similar but

if they pay attention to you, it’s not the same if

is Australian rapper what he puts is

the before and the after but she

complain

she says that I prefer my photo

natural and this raises what a

change of consciousness poses a change

of what is happening in society in

the one that we are looking for to begin to be able

express ourselves more for ourselves and

not for what a model imposes

obviously careful because actually in

many times there is also a job

behind that is also investigated

is also ruled then many

Sometimes I wonder and

we believe that we consume what we like

We believe that it is easy to be independent

it’s easy to do what we want and I

for example I say I would use the same

shoes that your dad used 20 years ago

years

they would use the old ones spent on facebook

my daughter who is present tells me dad

facebook died like that directly 17

years down to 18 down does not exist

facebook exists naps there

instagram my daughters luckily give me

classes of social networks so that

learn and can continue working on what

that work that is digital but

obviously they would not use that not unless

that now they were and students that sounds

great then he retook something that

is 20 25 30 years old

I give it a turn and now how is it

Iridescent and it sounds spectacular

I put back something fashionable that I do

I used my parents 30 years ago

so

notice that you have to be careful with

this is not independent I am

different in handling the way that

I want

you have to be a little conscious about

he also what is the

responsibility

there is a whole movement now that is the

consumerist movement that is a

movement that defends the

consumers

then how do I promote it I promote it

spreading the consumerist movement

through social networks the

deceased by instagram

and I say I’m going to put all with support

the consumerist movement then

consumption of everything to make consumerist

I have my bad of my little cup of I am with

anti anti marketing I have my disease

marketing and they sold me everything without

consume everything I had to consume

to be anti consumerist that is to say there

a lot of this there is a lot of what

we do what it has to do with understanding

people and reinforce people’s behaviors or

make him believe that they are being in a

address or in another address

it is difficult to explain to you only one

young audience and the idea a bit of

both of the cones call this guy

of events and our idea for example

of these associations is to create

Awareness of all work

professional it is impossible to say that it is going to

have a change in strategies

marketing because they will continue to exist

but it is also our responsibility

to understand that marketing is a

tool and that as a tool

if one is handled with responsibility

to work correctly these things

because for example we are all hungry

thirsty and there are companies that say really

I create products to satisfy this and what

there are some companies that work with

responsibility creating products for

satisfy real needs

we all have to eat drink dress up

what there is is a competition between

different offers to be the number

one in whom he offers us this or that thing

I also want to show another face to

face that one thinks is not marketing

and it is also interesting for me to show that

another side because in reality there is a whole

marketing area that fascinating that

is systematically applied to more

professionally to what necessarily

consumption but that is public good or what

which are non-profit organizations

profit as for example what can be

that you see here it is doctors without

borders that makes doctors without

Doctors Without Borders borders is

to duty and to apply tools of

marketing communication to convene

to people to support them for them

continue with your project which is to attend

people who do not have resources or in means

to take care of your health throughout the

world could be done simply by being

as it is done in many cases to not be

a corner delivering a flyer but

It is much more attractive

for example work and show a

campaign like doctors without borders

have a pill against the pain of others

we are helping someone else we are

Arming a doctor who has no weapons

that they do not have breaks that are in

conflictive zones and that work in pro

of something to spread that are used

marketing tools

there are things that you have seen

I also have the pride of knowing

who did this movement

this movement caused a lot

our area and it has practically

eradicated the blood traction of

cavazos there is a release of cases in

rosary and horse shelters

rest of the world and I can proudly

say that a person who happened in

some time for a classroom of ours and that

today he leads this kind of thing from

Spain and has made a move to them

I would say almost global at least in

many aspects not only about the

Cavazos issue but about dogs in

certain places elephants in

Africa Bullfights in Spain and

all this is sustained many times in

thoughtful marketing strategies

thinking that we are going to tell who and

what arguments are we going to find for

explain to someone because it is necessary

make a change or defend or address such

or what thing

if you notice how it is

changing the marketing work a

little the consequence is this what they have

spoken those who preceded him and

we are thinking much more do not want

say that we are acting but it is

much more present in

head for an activity many times

planned its I think that really if

something is missing out there in what

is ecological awareness and change

it’s a little bit more of work

marketing do not be afraid of not having him

afraid to say no but marketing

for evil is not for bad action

is a tool then everything that

be recycled everything that is the

adoption of renewable energies the

protection of nature as

Kazakhstani numbers in home room

house here is alive the river me

I worry a lot for the protection of

nature and I try to collaborate with

actions for this to improve not

participate in groups doing campaigns

of the average that I can

the fact of eating more naturally what

organic if there is a return to what

organic one finds more

often organic things in a

supermarket and a bit like to

finish to put a closure

I would like to go back to the

beginning and show another unknown today

I wanted to do people marketing

unknown is not that it is unknown

but obviously he could have put the

david de miguel angel that is much more

famous and it appears everywhere and

I preferred to choose to see and see with his

david because here I have the dichotomy

here I have the david who is pulling the

stone and at the same time I have the

sculpture

So what I suggest is that this

dichotomy is what we have to have

the marketing professionals and

they also have to have the ones that are not

marketing professionals here

as consumers

think that being between throwing the

stone or create the statue depends on

each one of us then what I

I propose you to decide which side

prefers to be particularly me

I prefer to be on the side of the statue

that the stone that as a memory if

thank you very much

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