Abstract

PEREZ, Antonio Sanjuán; RODRIGUEZ, José Juan Videla  and  COSTA, Sandra Martínez. Percepción de la publicidad destinada a crear imagen cultural de marca. Los casos de las marcas abanca y gas natural fenosa. OBS* [online]. 2016, vol.10, n.4, pp.22-34. ISSN 1646-5954.

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.

Keywords : Cultural identity; personalization; perception; advertising; audiences; brand.

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