Bibliographic citations
Espinoza, B., (2022). Recordación de la marca Entel a partir de la nostalgia como narrativa publicitaria durante pandemia [Tesis, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/659033
Espinoza, B., Recordación de la marca Entel a partir de la nostalgia como narrativa publicitaria durante pandemia [Tesis]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2022. http://hdl.handle.net/10757/659033
@misc{renati/398582,
title = "Recordación de la marca Entel a partir de la nostalgia como narrativa publicitaria durante pandemia",
author = "Espinoza Morales, Brenda",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2022"
}
This work studies the recourse of nostalgia within the advertising narrative and its effect on brand recall, particularly during a crisis context, such as the COVID-19 pandemic. It’s a qualitative study with a case study design, since it specifically analyzes the spot ‘Pacho’ that belongs to the campaign “Hoy conectados, mañana juntos” by Entel, which was released in the first months of the restrictions’ imposition such as social distancing and social immobility in Peru. 20 semi-structured interviews were conducted with Entel consumers, belonging to the ages between 45 to 55 years old. The main result is that the use of nostalgia during this social context was indeed a determining factor in the remembrance of Entel’s advertising and of the brand as such; since it was a circumstance that generated many negative emotions in society, which consequently was more prone to think with melancholy about what they would like to recover from the past. Given this, using the resource of nostalgia as an advertising narrative resulted, for viewers, in an arrival of hope, company and empathy, which was reflected in the emergence of certain positive emotions and attitudes towards the brand, ultimately resulting in a long term recall of it.
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