Citas bibligráficas
Medina, M., (2019). Análisis del uso de la nostalgia en el discurso publicitario de marcas peruanas del 2015 al 2019 [Tesis, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/653319
Medina, M., Análisis del uso de la nostalgia en el discurso publicitario de marcas peruanas del 2015 al 2019 [Tesis]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2019. http://hdl.handle.net/10757/653319
@misc{renati/392088,
title = "Análisis del uso de la nostalgia en el discurso publicitario de marcas peruanas del 2015 al 2019",
author = "Medina Rodríguez, María de Fátima",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2019"
}
In a dynamic consumer society like today, marketing no longer functions as a tool, but as a mandatory activity for any brand. New strategies and new ways of applying it to connect with the consumer arise every day. Currently, purchasing decisions are more affected by emotional facets than before. So emotional advertising becomes one of the most used tools in the business field to build long-term relationships. In this context, the different emotional advertising discourses take relevance as motivating factors for purchasing decisions. In this sense, the use of nostalgia as an alternative emotional discourse that uses memories to generate meaning and connection takes center stage in recent years. This research will analyze the use of nostalgia in the advertising discourse of Peruvian brands between 2017 and 2019.
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