Citas bibligráficas
Cachay, S., (2021). Análisis del discurso de cuatro spots publicitarios de Mibanco durante el periodo 2015 – 2018 en Lima Metropolitana [Universidad de Lima]. https://hdl.handle.net/20.500.12724/14468
Cachay, S., Análisis del discurso de cuatro spots publicitarios de Mibanco durante el periodo 2015 – 2018 en Lima Metropolitana []. PE: Universidad de Lima; 2021. https://hdl.handle.net/20.500.12724/14468
@misc{renati/1440958,
title = "Análisis del discurso de cuatro spots publicitarios de Mibanco durante el periodo 2015 – 2018 en Lima Metropolitana",
author = "Cachay Santana, Sonia María",
publisher = "Universidad de Lima",
year = "2021"
}
In 2015, Mibanco decided to renew its image under the slogan “For a new version of Peru, a new version of Mibanco”. This research work analyzes four Mibanco advertising spots produced in the 2015-2018 period in Metropolitan Lima. The commercials analyzed are “Muchacho Provinciano”, “Cholo Soy”, “Entrepreneur 50 years in power” and “Tigres del Ahorro, Tigres de la Honestidad”. In this study, a mixed investigation is carried out with an emphasis on qualitative tools, the most important being Discourse Analysis according to Teun van Dijk's theory. Based on this methodology, the Peruvian context in which the aforementioned spots take place is described. In addition, a netnographic study is carried out on a group of taxi drivers by application of Metropolitan Lima, who constitute one of the target audiences of Mibanco. In addition, the netnographic study is complemented with the analysis of Mibanco's social networks. Likewise, an interview is carried out with a specialist, in this case, with the brand leader of the agency that produced the spots and in-depth interviews with three Peruvian entrepreneurs with the aim of knowing their profile and contrasting it with what is shown in the advertising of My bank. Finally, a focus group is carried out to verify the perception of the target audience about the commercials and their attitude towards bank advertising. Finally, it is concluded that the financial entity, together with advertising agencies, propose a direct and real discourse that links the Peruvian entrepreneur with empowerment. Similarly, emphasis is placed on the relationship of Social Advertising with Socio-conscious Appeal Advertising to understand the use of cultural elements and social problems in Mibanco's advertising spots.
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