Bibliographic citations
Cabanillas, P., (2020). El uso de peruanismos y jergas en la publicidad peruana: caso frases con sabor de Inca Kola [Trabajo de investigación, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/658245
Cabanillas, P., El uso de peruanismos y jergas en la publicidad peruana: caso frases con sabor de Inca Kola [Trabajo de investigación]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2020. http://hdl.handle.net/10757/658245
@misc{renati/397858,
title = "El uso de peruanismos y jergas en la publicidad peruana: caso frases con sabor de Inca Kola",
author = "Cabanillas Iribarren, Pamela Ashly",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2020"
}
In recent years, advertising has integrated new strategies when developing its campaigns in order to create a link between the brand and the target audience. That is why in Peru, currently, many brands have chosen to use the national identity as a brand concept for the development of their advertising strategies. Likewise, the resources, usually used within these campaigns, are culture and language, since they are part of the Peruvian identity. Faced with this situation, brands like Inca Kola have chosen to use a language more related to their audience in order to generate an identification in them. Thus, many of these campaigns have used a language made up of slang and Peruvianisms, because they correspond to a type of colloquial speech, which generates a greater affinity with Peruvians. In this sense, this research aims to identify and analyze the characteristics of the jargons and Peruvianisms used within advertising, under a qualitative methodological approach.
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