THAT WOMAN AND THAT MAN CALLED "AGENCY"
THE WORK EXPERIENCE THAT THE YOUNG SALVADORAN LIVES IN ADVERTISING AGENCIES, CONSTRUCTED THROUGH METAPHORS
DOI:
https://doi.org/10.5377/aai.v1i12.20922Keywords:
Youth work-Research, Advertising agencies-Working environment-El SalvadorAbstract
This research project sought to evaluate the work experience of a young person working in advertising or marketing agencies, making use of a very unusual tool: metaphor analysis. The process intended to discover which are the metaphors that they construct and the meanings that they assign to the work culture that nowadays is lived inside agencies in El Salvador; analyzing this whole experience around the work climate and synthesizing how the young person perceives himself within the workforce. We used a combination of metaphorical and non-metaphoric questions that were later analyzed under diverse dimensions. The result of this project focuses on the following key findings: the personification of agencies, aspects to highlight about the work culture, work climate, and job expectations.
ECMH ABIERTA_AT_N12-2018-70-81.
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