Citas bibligráficas
Jara, A., (2018). Una mirada en la adaptación del idioma nativo quechua en los spots televisivos peruanos (impacto en Cusco) en la relación a la imagen de marca [Tesis, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/625244
Jara, A., Una mirada en la adaptación del idioma nativo quechua en los spots televisivos peruanos (impacto en Cusco) en la relación a la imagen de marca [Tesis]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2018. http://hdl.handle.net/10757/625244
@misc{renati/367903,
title = "Una mirada en la adaptación del idioma nativo quechua en los spots televisivos peruanos (impacto en Cusco) en la relación a la imagen de marca",
author = "Jara Echegaray, Angela Carolina",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2018"
}
This thesis undertakes a sociolinguistic examination of Peruvian advertising based on a multicultural approach, focusing on the use of the Quechua language in Peruvian television advertisements with regard to the image of three brands—Cusqueña, Sabor de Oro, and Movistar—via the perceptions of bilingual adult Quechua speakers from Cusco. The paper is divided into five sections: 1) exposition of the problem; 2) development of the theoretical and contextual framework, rooted in a contextual analysis based on both sociolinguistic (language, dialect) and advertising (feelings, credibility, and identity as brand image elements) concepts; 3) the qualitative methodology used, involving three focus groups; 4) interpretation of the results; 5) conclusions. The research conducted suggests that bilingual adult Quechua speakers in Cusco have a strong sense of identity and feeling based on Cusco Collao variant of Quechua language, Machu Picchu, and traditional dress and music. All of these are representative elements of Cusco that are used by brands as resources to make their ads more credible when correctly employed. Some of these brand attributes have been well and lesser extent used, while others have possibilities to use them better. This paper will lead to an engagement by Quechua-language advertising with its actual Quechua-speaking target audience by regions, exhibiting an authentic cultural interest in Quechua in terms of both form and content.
Este ítem está sujeto a una licencia Creative Commons Licencia Creative Commons