Análisis de las estrategias narrativas publicitarias de la marca Coca-Cola

Abstract

This present article works with the analysis of the advertising narrative strategies of Coca-Cola company, cases studies “Reasons to believe” and “Together taste better”, the topic it’s about the narratives elements and semiotics that the company does use for achieve and positive interpretation for the society and the sentimental relationship between the product, brand and individual. It’s propose to analyze the advertising spot of each campaign to recognize their components and functional semiotic structures to an almost propagandistic advertising objective that the brand develops, this trough qualitative research that allows us to intentions and contexts that audiovisual content present to us, this using qualitative study techniques like: observation, data collection and content analysis. This research is developed bases on communication theories such as functionalism to understand the handling of the functions proposed by the spot and the brand, the structuralism that allows us to exposed semiotic elements and the construction of audiovisual products, symbolic interactionism as a relationship that is considered between individual and the product within a society. The research proposes to clarify the hypothesis about the use of emotions and feelings through its advertising videos, the mass reproduction of the content and the alienation of a thought about Coca-Cola