Resumo

LOPEZ CASTANEDA, María de Jesús. Water Culture Programs in Nuevo Leon. Analysis of the Effects of Advertising Campaigns on the Decrease of Consumption in Population. Trayectorias. Rev. de cienc. soc. de la Univ. Autónoma de Nuevo León [online]. 2017, vol.19, n.45, pp.101-126. ISSN 2007-1205.

The water culture programs are primarily intended to influence the behavior of citizens with regard to water use and promote proper management of the resource. Along 30 years, Nuevo Leon has worked to change the attitudes of users, and while there have been significant results in reducing consumption, is still pending include the issue of the construction of competent citizens through their advertising campaigns.

Palavras-chave : Water culture; Advertising campaigns; Citizens competences; Nuevo Leon; Monterrey.

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