Análisis de discurso de la publicidad cárnica en la televisión ecuatoriana.

Abstract

This article analyzes the advertising of meat products on Ecuadorian television. It is argued that discursive strategies are used to persuade the viewer, exalting the characteristics of the product or brand, in order to influence the emission and reproduction of a consumerist ideology. The research is methodologically based on the analysis of advertising discourse and its possible influence on the daily life of the spectators, taking into account that the discourse covers more than oral or written language, its study requires understanding its intentionality within a socio-cultural context specific. Two television commercials have been chosen as the object of study: Festín Mamá y el Nuevo pollo picante de KFC, which were broadcast in the different mass media emulating the new trends of the current advertising discourse that coined the emotional to reach the viewer and encourage the consumption of its products. Becoming KFC in to the biggest fast food restaurants of the world. Iconographic resources are observed and at the same time, verbal and nonverbal speeches of commercial characters. In addition, a theoretical path is established on the different advertising strategies that make the image and its significance undoubtedly intentional.