Citas bibligráficas
Eyzaguirre, E., (2021). Los animales y su antropomorfización en la publicidad. Caso: Cuy Mágico del ABC del BCP [Tesis, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/659032
Eyzaguirre, E., Los animales y su antropomorfización en la publicidad. Caso: Cuy Mágico del ABC del BCP [Tesis]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2021. http://hdl.handle.net/10757/659032
@misc{renati/398569,
title = "Los animales y su antropomorfización en la publicidad. Caso: Cuy Mágico del ABC del BCP",
author = "Eyzaguirre Sifuentes, Enzo Eduardo",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2021"
}
This research analyzes the link between visual identity and the use of animals in advertising as a strategy in which anthropomorphization improves brand recall and brand bonding. Therefore, the purpose of this study is to analyze the perception of experts in social sciences and advertising on the visual identity of animals as an advertising resource. For this purpose, the study analyzes the commercial “Cuysejos para usar tu tarjeta de crédito!“ of BCP's ABC from a qualitative approach with a case study design, in which semi-structured interviews were conducted with 19 experts in social sciences and advertising. The main findings show that the experts have a favorable perception of the visual identity generated by the guinea pig character. In this regard, they consider that it has promoted the reinvention and modernization of the message of the banking sector for its easy understanding. Likewise, experts point out that the anthropomorphized guinea pig character could be considered as an influencer, since he has a trajectory as a character in comics and political campaigns. Thus, his participation in the commercial generates a type of financial education that demonstrates the brand's commitment to its customers. However, although the visual aspect was perceived as a weakness, the participants point out that it can work as a strategy to improve the link and brand recall.
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