Análisis del contenido de las inclusivas empleadas en la campaña publicitaria “Por una sociedad más inclusiva” del Banco del Pichincha (Marzo2021)

Abstract

This research focuses on analyzing the inclusive narratives present in the advertising campaign "For a more Inclusive Society" of Banco Pichincha, broadcast in March 2021 on the social network Facebook, during the celebration of Women's Day in Ecuador. The campaign is examined through content analysis, exploring the way in which disability is made visible in this advertising narrative. The research aims to unravel the complexities surrounding the presentation of disability in this campaign and to understand its influence on social perception in Ecuador. Furthermore, it aims to contribute to the understanding of how disability is addressed in advertising, offering a critical perspective on the strategies used in this specific case. The study reveals how the campaign challenges traditional stereotypes and proposes a more authentic and diverse representation of people with disabilities. Visual, auditory and linguistic aspects are analyzed, highlighting how these tactics contribute to an inclusive narrative that goes beyond mere visual representation. Furthermore, the cultural and social background that frames this advertising effort is examined, offering a critical perspective on the strategies used and their impact on the construction of a society that values and respects functional diversity.