Publication: Identidad, Femineidad y Empoderamiento: una propuesta de análisis publicitario para la campaña «Con Mucho Acento» de Cervezas Cruzcampo (España).
Authors
San Nicolás Romera, César ; Nicolás Ojeda, Miguel Ángel ; Fernández Rincón, Antonio Raúl
item.page.secondaryauthor
item.page.director
Publisher
Universidad del País Vasco
publication.page.editor
publication.page.department
DOI
https://doi.org/10.1387/zer.24114
item.page.type
info:eu-repo/semantics/article
Description
Abstract
El propósito de esta investigación es analizar la imbricación de los discursos sociales con el fenómeno publicitario y —por ende— con el resto de los fenómenos de naturaleza axiológica, simbólica e ideológica que aparecen adheridos a él. En el caso que nos ocupa, la discusión sobre identidad, femineidad y empoderamiento sirve de base para presentar un método de análisis que poder aplicar, de forma directa, a la campaña publicitaria «Con mucho acento» de Cervezas Cruzcampo. A través de este análisis pretendemos: a) identificar las estrategias y tácticas de la campaña, b) abordar la comprensión de los aspectos significantes presentes en su discurso y c) fijar los valores y tendencias relacionados con el contexto social y cultural inherente al conjunto de los discursos sociales institucionalizados en la realidad que los inspira. Este método de análisis aplicado al caso presentado evidencia cómo subyace un discurso identitario, ideológico, territorial que transforma uno de los iconos de su cultura popular en una bandera del discurso feminista. El empoderamiento femenino como identidad de un colectivo territorial, un icono de la cultura popular del siglo xx, resignificado para conectar emocionalmente con las nuevas generaciones.
The purpose of this research is to analyze the interweaving of social discourses with the phenomenon of advertising and with other axiological, symbolic, and ideological phenomena that are attached to it. In the case at hand, the discussion of identity, femininity, and empowerment serves as the basis for presenting a method of analysis that we apply, on this occasion, to the advertis ing campaign “Con mucho acento” by Cervezas Cruzcampo. Through this analysis, we aim to: a) identify the strategies and tactics of the campaign, b) address the understanding of the significant aspects present in its discourse, and c) establish the values and trends related to the social and cultural context inherent in the set of institutionalized social discourses in the reality that inspires them. This method of analysis applied to the presented case reveals an identity discourse, ideological discourse, and territorial discourse that trans form one of the icons of their popular culture into a banner of feminist discourse. Female empowerment as the identity of a territorial group, an icon of popular culture of the 20th century, re-signified to emotionally connect with new generations.
The purpose of this research is to analyze the interweaving of social discourses with the phenomenon of advertising and with other axiological, symbolic, and ideological phenomena that are attached to it. In the case at hand, the discussion of identity, femininity, and empowerment serves as the basis for presenting a method of analysis that we apply, on this occasion, to the advertis ing campaign “Con mucho acento” by Cervezas Cruzcampo. Through this analysis, we aim to: a) identify the strategies and tactics of the campaign, b) address the understanding of the significant aspects present in its discourse, and c) establish the values and trends related to the social and cultural context inherent in the set of institutionalized social discourses in the reality that inspires them. This method of analysis applied to the presented case reveals an identity discourse, ideological discourse, and territorial discourse that trans form one of the icons of their popular culture into a banner of feminist discourse. Female empowerment as the identity of a territorial group, an icon of popular culture of the 20th century, re-signified to emotionally connect with new generations.
publication.page.subject
Citation
Zer, 2023, 28(54) 31-48
item.page.embargo
Collections
Ir a Estadísticas
Este ítem está sujeto a una licencia Creative Commons. http://creativecommons.org/licenses/by-nc-nd/4.0/