Percepción de la publicidad destinada a crear imagen cultural de marcalos casos de las marcas Abanca y Gas Natural Fenosa
ISSN: 1646-5954
Year of publication: 2016
Volume: 10
Issue: 4
Pages: 22-34
Type: Article
More publications in: Observatorio (OBS*)
Abstract
This article aims to study the perception of the viewer about advertising campaigns that focuses on cultural identity strengthening around a brand. The aim is to check how advertising that appeals to a cultural identity based on territories or languages is perceived. For this study a qualitative experimental research with eye tracking and closed-open questions to users is proposed. For the article two advertising campaigns were analyzed: one of Abanca and the other of Gas Natural Fenosa. Both have a very similar strategy: the association of their brands with Galicia and the use of its workers as the campaign´main characters. However, they also have differences that affect the cultural identity perception in the viewer.