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La identidad cultural en la publicidad de bebidas alcohólicas

2012; Volume: 5; Issue: 2 Linguagem: Inglês

10.5209/rev_pepu.2011.v5.n2.37870

1989-5143

Marina Ramos Serrano, María del Mar Rubio Hernández,

Educational theories and practices

In order to create an efficient message and to associate specific cultural values to a brand, advertisements refer to the elements within the collective imaginary which identify a region or a country. In this sense, alcoholic beverages advertising stands out for creating universes which refer to the origins of the product, by turning to images which result from stereotypes at times. Thus, when taking a semiotic point of view, it is possible to distinguish how the isotopes which appear within advertisements of alcoholic drinks are different depending on the country, feeding on commonplaces that constitute their cultural identity. Thus, the goal of the present article is to determine the presence of cultural distinctive characteristics of certain regions which are found in advertisements of alcoholic drinks.