Biblioteca Digital de VanguardiaIMAGINARIES AROUND THE CONSUMPTION OF BOTTLED WATER AND ITS RELATIONSHIP WITH ADVERTISING RHETORIC
Objective: to analyze the relation between the rhetorical discourse of the advertising communication of bottled water brands and the construction of imaginary in young people between the 20 and 25 years of age of the city of Medellín. Methodology: Qualitative ethnographic-hermeneutic research, condu...
| Autores principales: | , , , |
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| Formato: | Artículo |
| Lenguaje: | Español |
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Universidad Pontificia Bolivariana
2020
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| Acceso en línea: | https://revistas.upb.edu.co/index.php/cienciassociales/article/view/4040 |
| _version_ | 1782344933505499136 |
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| author | López Torres , Zulima Azeneth Bedoya Barrera, Paula Suárez Estrada, Laura Victoria Arango Valencia , Inés Elvira |
| author_facet | López Torres , Zulima Azeneth Bedoya Barrera, Paula Suárez Estrada, Laura Victoria Arango Valencia , Inés Elvira |
| author_sort | López Torres , Zulima Azeneth |
| collection | Revista |
| description | Objective: to analyze the relation between the rhetorical discourse of the advertising communication of bottled water brands and the construction of imaginary in young people between the 20 and 25 years of age of the city of Medellín. Methodology: Qualitative ethnographic-hermeneutic research, conducted between April 2012 and January 2013. 20 young were interviewed and four television spots from the top 4 Colombian brands were analyzed. Results: Conception of water as a natural resource, the construction of imagery around bottled water and the rhetorical discourse of watermarks in its advertising communication that feeds, reinforces and recreates these imaginary, thus configuring a characterization of consumers associated with brands. Conclusions: Advertising uses elements already registered in social references, such as imaginary ones, to construct all its persuasive discourse, becoming a round-trip effect, while it is in charge of reinforcing these imaginaries, generating associations between a Natural resource and cultural construction. |
| format | Artículo |
| id | oai:ojs.revistas.upb.edu.co:article-4040 |
| institution | Colección Académica de Ciencias Sociales |
| language | Español |
| publishDate | 2020 |
| publisher | Universidad Pontificia Bolivariana |
| record_format | dspace |
| spelling | oai:ojs.revistas.upb.edu.co:article-40402020-10-03T17:33:58Z IMAGINARIES AROUND THE CONSUMPTION OF BOTTLED WATER AND ITS RELATIONSHIP WITH ADVERTISING RHETORIC IMAGINARIOS EN TORNO AL CONSUMO DE AGUA EMBOTELLADA Y SU RELACIÓN CON LA RETÓRICA PUBLICITARIA López Torres , Zulima Azeneth Bedoya Barrera, Paula Suárez Estrada, Laura Victoria Arango Valencia , Inés Elvira Imaginarios Agua embotellada Retórica Publicitaria Consumo Marcas Imaginary Bottled water Advertising Rhetoric Consumption Brands Objective: to analyze the relation between the rhetorical discourse of the advertising communication of bottled water brands and the construction of imaginary in young people between the 20 and 25 years of age of the city of Medellín. Methodology: Qualitative ethnographic-hermeneutic research, conducted between April 2012 and January 2013. 20 young were interviewed and four television spots from the top 4 Colombian brands were analyzed. Results: Conception of water as a natural resource, the construction of imagery around bottled water and the rhetorical discourse of watermarks in its advertising communication that feeds, reinforces and recreates these imaginary, thus configuring a characterization of consumers associated with brands. Conclusions: Advertising uses elements already registered in social references, such as imaginary ones, to construct all its persuasive discourse, becoming a round-trip effect, while it is in charge of reinforcing these imaginaries, generating associations between a Natural resource and cultural construction. Objetivo: Analizar la relación entre el discurso retórico de la comunicación publicitaria de marcas de agua embotellada y la construcción de imaginarios, en jóvenes con edades entre los 20 y 25 años de la ciudad de Medellín. Metodología: Investigación cualitativa etnográfica-hermenéutica realizada entre abril de 2012 y enero de 2013. Se entrevistaron 20 jóvenes y se analizaron 4 spots televisivos de las 4 marcas top of mind colombianas. Resultados: Concepción del agua como recurso natural, la construcción de imaginarios alrededor del agua embotellada y el discurso retórico de las marcas de agua en su comunicación publicitaria, que alimenta, refuerza y recrea dichos imaginarios, configurando así una caracterización de consumidores asociados a las marcas. Conclusiones: La publicidad se vale de elementos ya inscritos en los referentes sociales, tales como los imaginarios, para construir todo su discurso persuasivo, convirtiéndose en un efecto de ida y vuelta, en tanto que se encarga de reforzar dichos imaginarios, generando asociaciones entre un recurso natural y una construcción cultural. Universidad Pontificia Bolivariana 2020-10-03 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Artículo revisado por pares application/pdf https://revistas.upb.edu.co/index.php/cienciassociales/article/view/4040 Colección Académica de Ciencias Sociales; Vol. 4 Núm. 2 (2017): Jul-Dic; 45-60 2422-0477 spa https://revistas.upb.edu.co/index.php/cienciassociales/article/view/4040/3743 |
| spellingShingle | Imaginarios Agua embotellada Retórica Publicitaria Consumo Marcas Imaginary Bottled water Advertising Rhetoric Consumption Brands López Torres , Zulima Azeneth Bedoya Barrera, Paula Suárez Estrada, Laura Victoria Arango Valencia , Inés Elvira IMAGINARIES AROUND THE CONSUMPTION OF BOTTLED WATER AND ITS RELATIONSHIP WITH ADVERTISING RHETORIC |
| title | IMAGINARIES AROUND THE CONSUMPTION OF BOTTLED WATER AND ITS RELATIONSHIP WITH ADVERTISING RHETORIC |
| title_full | IMAGINARIES AROUND THE CONSUMPTION OF BOTTLED WATER AND ITS RELATIONSHIP WITH ADVERTISING RHETORIC |
| title_fullStr | IMAGINARIES AROUND THE CONSUMPTION OF BOTTLED WATER AND ITS RELATIONSHIP WITH ADVERTISING RHETORIC |
| title_full_unstemmed | IMAGINARIES AROUND THE CONSUMPTION OF BOTTLED WATER AND ITS RELATIONSHIP WITH ADVERTISING RHETORIC |
| title_short | IMAGINARIES AROUND THE CONSUMPTION OF BOTTLED WATER AND ITS RELATIONSHIP WITH ADVERTISING RHETORIC |
| title_sort | imaginaries around the consumption of bottled water and its relationship with advertising rhetoric |
| topic | Imaginarios Agua embotellada Retórica Publicitaria Consumo Marcas Imaginary Bottled water Advertising Rhetoric Consumption Brands |
| url | https://revistas.upb.edu.co/index.php/cienciassociales/article/view/4040 |