The most renowned brands worldwide incorporate initiatives in their business approach that seek equality between genders in society. Nonetheless, brands in their advertising campaigns, gender remains stereotyped in the roles men and women play, which can be considered harmful to society and therefore unethical. Such discrepancy appears even in the same intervention generated by advertising specialists who define and design the communication of these brands. Therefore, this study seeks to identify the arguments used by Peruvian advertising professionals to justify the use of gender role stereotypes within the advertising discourse from an ethical perspective. A qualitative approach was selected as the research method for this study. In-depth interviews with 16 professional advertisers from different areas in charge of producing this type of communication. The lack of knowledge about the actual dimension of the harmful gender stereotypes impeded a debate to leave without arguments to those who believe that the use of stereotypes is ethical. Professional advertisers have lost part of the necessary connection with ethics and find it hard to deal with these dilemmas because they do not identify the damage caused by gender role stereotypes in society. / Revisión por pares

El ritmo de vida de las personas en la actualidad se ha acelerado a tal punto que no cuentan con el tiempo necesario para realizar actividades esenciales. Destacando principalmente la función de cocinar, la cual resulta extenuante debido al engorroso proceso que implica llevarla a cabo. El proceso comprende el traslado al lugar de compra, la búsqueda de los insumos, la selección de los insumos, las largas colas para pagar, el lavado de los insumos así como el picado de los mismos, entre otras. Por ende, se propone una solución alternativa a este problema, la cual consiste en el delivery a través de la venta online de boxes con insumos frescos sin cocinar picados y en las cantidades exactas de diversos platillos criollos. / The rhythm of life of the persons at present has hastened to such a point that they do not count with the necessary time to realize essential activities. Emphasizing principally the function to cook, which turns out to be exhausting due to the bothersome process that implies carrying out it. The process comprises the transfer to the place of buy, the search of the inputs, the selection of the inputs, the long tails to pay, the wash of the inputs as well as stung of the same ones, between others. Therefore, an alternative solution to this problem is proposed, which consists of the delivery through the online sale of boxes with fresh uncooked inputs chopped and the exact quantities of various Creole dishes. This paper seeks to determine the financial viability of the project in question in order to validate the possibility of implementing it in a real-world scenario. / Trabajo de investigación

Brands are eager to gain their consumers love and respect by connecting with them in a more efficient manner in order to become a Lovemark. This happens very frequently in the football “world” as it is the sport with the biggest audience in the planet. This study analyzes the Lovemark Axis inside the sponsorship strategies directed toward the female audience. Semi-structured interviews were conducted, with the aim of analyze the perception of the consumers exposed to the ads of the sponsor brands of the Peru national football team. Results evidenced that the love and respect elements for the sponsored brand contribute to the association of values and feelings of the sponsoring brand. These results support that although the construction of a Lovemark requires a great period of time, the use of sports sponsorship helps to generate greater visibility and association of the brand with the sport.

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This study explores the construction of regional identities through music performance and mediated forms of public culture in the urban Amazon of Peru, focusing on the city of Iquitos. A fast-developing metropolis, Iquitos's increasing industrial, ecological and economic importance on the national scale has driven a population explosion, drawing migrants from the surrounding jungle whose traditional communities are disintegrating. Urban musicians respond to these changes by attempting to create an inclusive, Amazonian regional community through public culture. A local folkloric genre called pandilla, which has morphed from a style associated mainly with native communities in another region of the Amazon to a distinctly mestizo music and dance from Iquitos, has been particularly central to this process. Shaped through forms of public culture in urban Amazonia that articulate cosmopolitanism and globalization to the local milieu, it connects a folkloric past -- molded by colonial dominance -- to the present, which is steeped in cosmopolitanism and regional pride. This project traces the region’s history beginning with an influential folkloric ensemble, Los Solteritos, which emerged in the early 1960s and came to epitomize local mestizo music, shaping iquiteño esthetics and repertoire, and establishing pandilla as a pan-Amazonian folkloric genre. It shows how this urban folkloric group claims deep ties to rural, indigenous Amazonia, even as it invests heavily in cosmopolitan esthetics and the mechanized reproduction of sound. Finally, this study demonstrates how Explosión, a pop group that performs tecno-cumbia music became the representative pop ensemble of Iquitos by bringing local symbols of cosmopolitanism and folklore into their performances. The ensemble re-packaged pandilla for consumption by various audiences locally and nationally, creating a unique music style at the juncture of community and cosmopolitanism, where industry and consumerism often shape musical trajectories. Overall, through the tecno-cumbiaization of pandilla, Iquitos is coming to terms with its position as an Amazonian city seeking admittance into the nation imaginary and radio, piracy, and public performance are the varied public cultural sites where regional identity is shaped as the Amazon grows in economic and political significance. / text

Se verificó la ocurrencia de mobulas en el terminal pesquero de Zorritos desde enero a diciembre del año 2015, haciendo énfasis en datos morfométricos correspondientes al ancho (AD) y largo (LD) del disco corporal, peso, sexo, madurez sexual en los individuos machos (tamaño de clásper) y arte de pesca utilizados. 4 especies de mobulas fueron identificadas Mobula. japanica, M. munkiana, M.thurstoni y M. tarapacana. De 355 individuos muestreados la especie más abundante y de mayor tamaño fue M. japanica (83.7%, AD: 1719.8 ± 253.6 mm), seguida por M. munkiana (14.9%, AD: 1104.9 ± 133.5mm). Se dieron 4 únicos reportes de M. thurstoni (1.1%, AD: 1047.5± 190.5mm), y un reporte de M. tarapacana (0.3%, AD: 1047.5 mm). La especie que presentó mayor cantidad de juveniles fue M. japanica (95%). Todos los individuos de M. thurstoni y el único ejemplar de M. tarapacana también se encontraron por debajo de la Longitud mínima de madurez sexual (Lm). Adicionalmente se acompañó en 24 viajes a bordo de embarcaciones pesqueras frente a las costas de Puerto Pizarro, La Cruz, Zorritos y Acapulco. Se logró georeferenciar 26 puntos de avistamiento de mobulas en altamar. El arte de pesca predominante utilizado para la captura de estas especies fue el de cerco y cortina a flote. Las características oceanográficas, geográficas y biológicas que presenta el mar del norte de Perú hacen posible la presencia de las diferentes especies de mobulas.Mobula’s occurrence were identified in the fishing terminal Zorritos from January to December 2015, emphasizing morphometric data like width disc (AD) and long disc (LD), weight, sex, sexual maturity in male individuals (size clasper) and fishing gear used. 4 species of mobulas were identified Mobula japanica, M. munkiana, M. thurstoni and M. tarapacana. 355 individuals were sampled. The most abundant and larger species was M. japanica (83.7% AD: 1719.8 ± 253.6 mm), followed by M. munkiana (14.9% AD: 1104.9 ± 133.5mm), 4 unique reports were given by M. thurstoni (1.1% AD: 1047.5 ± 190.5mm), and an unique report of M. tarapacana (0.3% AD: 1047.5 mm). The species that presented the highest number of juveniles was M. japanica (95%). All individuals of M. thurstoni and the only copy of M. tarapacana also found below the minimum length of sexual maturity (Lm). Additionally, 24 boat trips aboard fishing vessels were completed off the coast of Puerto Pizarro, La Cruz, Zorritos and Acapulco. 26 georeferencing points were reported of mobulas sighting at sea. The predominant fishing gear for catching these species were purse sein and longline. Oceanographic, geographic and biological characteristics of the northern Peruvian sea allow for the presence of different species of mobulas.

Se describe la composición de especies, distribución, abundancia y frecuencia de paralarvas de cefalópodos en el mar peruano. Se determinó un total de 14 familias, 8 géneros, 4 especies en un total de 1109 muestras de zooplancton colectadas con red Hensen a 50 metros de profundidad desde la superficie, proveniente de 8 cruceros de investigación ejecutados durante los años 2013 y 2014; siendo las especies más dominantes Argonauta spp. (41.4%) y Abraliopsis sp. (6.4%); y las familias Ommastrephidae (13%), Octopodidae (9.1%), Gonatidae (3.9%) y Pyroteuthidae (3.7%). Las paralarvas mostraron una distribución espacial y una relación especie-específica con las masas de agua. Las especies de Argonauta spp. estuvieron relacionadas con ASS, ACF y AES/ATS, y el aumento de sus abundancias relacionadas con el aumento de temperatura; la familia Ommastrephidae relacionadas con ASS y ACF, con una distribución oceánica; la familia Octopodidae distribuida solo en el norte-centro dentro de la plataforma continental; la familia Gonatidae asociadas únicamente a ACF; mientras que las familias Onychoteuthidae y Pyroteuthidae no mostraron patrón de distribución ni preferencia por alguna masa de agua específica. Species composition, distribution, abundance and frequency of paralarvae in Peruvian sea are described. It was determined a total of 14 families, 8 genera and 4 species were determined in a total of 1109 zooplankton samples collected with Hensen net to 50m deep from the surface from 8 vessel research carried out during 2013 and 2014; being the most dominant the species Argonauta spp. (41.4%) y Abraliopsis sp. (6.4%); and families Ommastrephidae (13%), Octopodidae (9.1%), Gonatidae (3.9%) and Pyroteuthidae (3.7%). Paralarvae showed a spatial distribution and species-specific relationship with water masses. The species Argonauta spp. was related with SSW, CCS and ESW/TSW, and increased their abundances related to the temperature rise; la family Ommastrephidae related with SSW and CCW, with an oceanic distribution; the family Octopodidae distributed only in the north-center within the continental shelf; the family Gonatidae associated only with CCW; while the families Onychoteuthidae and Pyroteuthidae didn´t show distribution pattern or preference for any specific water masses.

The steady growth of the export of Peruvian Giant Squid (commonly known as Pota) in absolute as well as relative values - as percentage of the also increasing Peruvian Exports- represents an opportunity to develop the still incipient Peruvian Pota Industry, a more inclusive one in comparison other consolidated export industries in Peru. The first two chapters of this document describe the dynamics of the Peruvian Pota Industry and Giant Squid Great China market. In the third chapter it is carried out a managerial analysis of this industry using SWOT analysis and Porter’s Diamond Model. The Great China Market itself is also analyzed using SWOT analysis regarding its potential as destination of the Peruvian Pota. Finally in the fourth chapter it is exposed some strategies for the Peruvian Pota companies in order to better satisfy the growing demand but at the same time better confront the challenging international competition to succeed in the Great China Market.

Abstract: This study examines how differential accessibility to regional markets and natural resources affects smallholder livelihoods in the northeastern Peruvian Amazon, particularly in terms of household income diversification or specialization. A combination of qualitative and quantitative methods were applied to semi-structured smallholder household (N = 319) and community leader interview data collected in 40 communities in 2006-2007, in addition to change detection performed on Landsat satellite imagery (1987, 1993, and 2001). First, the dissertation explores changes in smallholder land use patterns across the study region during a period of profound macroeconomic changes and continual urbanization, finding that overall land use trends of agricultural abandonment reflected national reductions in agrarian subsidies. Second, based on interview data, household processes of income diversification and specialization were analyzed in two sections of the study area, the Itaya and Nanay basins. In the Itaya Basin, it was observed that smallholder livelihood specialization was aided by road development increasing transportation accessibility to important regional markets. In the more isolated Nanay Basin, livelihood choices were found to be influenced by processes of livelihood displacement caused by conservation efforts, in addition to remoteness and river seasonality. This study concludes by reflecting on the importance of the spatial relations of access to resources and markets in the region and in similar places in the developing tropics. This kind of information can help make national and regional policy decisions on such issues such as conservation, agrarian credits, road development, which may differentially affect smallholder livelihoods and their environments. / text