Citas bibligráficas
Lara, J., (2020). La publicidad como estrategia y herramienta para incentivar el mercado cultural. Caso: Milco, brand mascot de Lima 2019, en el Museo Amano [Tesis, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/655077
Lara, J., La publicidad como estrategia y herramienta para incentivar el mercado cultural. Caso: Milco, brand mascot de Lima 2019, en el Museo Amano [Tesis]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2020. http://hdl.handle.net/10757/655077
@misc{renati/394229,
title = "La publicidad como estrategia y herramienta para incentivar el mercado cultural. Caso: Milco, brand mascot de Lima 2019, en el Museo Amano",
author = "Lara Jaramillo, Jose Miguel",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2020"
}
This paper analyzes social sciences experts' perceptions about the brand mascot Milco as part of the exposition Cuchimilco, made by Amano Museum. This character, as a bridge between advertising and the spread of Peruvian cultural heritage, motivated us to explore through a case study that gathers, analyzes, and contrasts the opinions of renowned local experts in the study of Peruvian society and culture to recognize Milco's potential as a recent exceptional advertising case against an unfavorable context for the development of the Peruvian culture sector, concluding that advertising is a tool whose contributions to culture depend on the responsibility upon the education and critical sense of the agents that use it.
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