Browsing by Author "Segovia Jarrín, María Fernanda"

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    Connotaciones del discurso publicitario de Coca-Cola en tiempos de Covid-19 en diferentes contextos geográficos
    (Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación, 2025-02-24) Segovia Jarrín, María Fernanda; Viteri Torres, Walter Francisco
    The present work has gathered key information to understand the connotations of advertising discourse conveyed through effective communication management by CocaCola to create and maintain an emotional connection with its customers worldwide. This project includes a historical overview of the company's advertising, emphasizing its ability to position itself in the global market as a leader in the use of emotional marketing, adapting to the realities of each locality. Additionally, it examines how the company adapted to new cultural and social dynamics that emerged during the Covid-19 pandemic. Through the analysis of advertising discourse, the study explores the messaging strategies employed during this period, highlighting crucial aspects such as the call for change, resilience, love, unity, and the importance of human connections. These narratives were tailored to the particularities of each geographic context. Thus, this research contributes to the field of advertising discourse analysis by providing a better understanding of the advertising strategies applied in contexts of despair and uncertainty. This project seeks to analyze and describe the connotations conveyed by Coca-Cola's advertising spots aired during the Covid-19 pandemic. The study employs a qualitative methodology through the application of a discourse analysis matrix, which is essential for obtaining results. It aims to uncover the deeper aspects embedded in these Coca-Cola advertising campaigns and demonstrate how employing strategies that emotionally connect with consumers can be the key to success, allowing the brand to be positively perceived in the minds of its target audience