Citas bibligráficas
Ruiz, C., Ojeda, E. (2024). Imágenes que Conectan: Un Análisis de las fotografías publicitarias en las campañas de Caja Piura y Yape [Trabajo de suficiencia profesional, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/682948
Ruiz, C., Ojeda, E. Imágenes que Conectan: Un Análisis de las fotografías publicitarias en las campañas de Caja Piura y Yape [Trabajo de suficiencia profesional]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2024. http://hdl.handle.net/10757/682948
@misc{renati/1032092,
title = "Imágenes que Conectan: Un Análisis de las fotografías publicitarias en las campañas de Caja Piura y Yape",
author = "Ojeda Vera, Enrique Alonso",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2024"
}
This project analyzes two advertising campaigns developed by Studio Bengoa for Caja Piura and Yape, focusing on how their photographs convey emotions and messages to the audience. The visual and narrative elements of each image are examined within a contemporary sociocultural context in Peru. The research is organized into three main chapters. The first addresses the audiovisual narrative, comparing the stories that both images aim to communicate and how they resonate with the audience. The second chapter studies the audiovisual language, highlighting visual composition, lighting, art direction, and editing, and how these factors strengthen each brand's identity. The third chapter explores the techniques and technologies used in production, including photographic and lighting equipment. The analysis concludes that both Caja Piura and Yape employ visual narratives that connect with the cultural identity and daily lives of their audience, generating emotional identification with their brands. Through symbolism and a careful selection of visual elements, both campaigns communicate not only the value of each brand but also their commitment to the social context in which they are embedded. This study offers a contribution to the understanding of advertising in Peru and demonstrates how visual narrative is essential in building brand identity.
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