Análisis de contenido desde la psicología de la comunicación presente en la campaña "América Somos Todos" de corona

Abstract

This research analyzes the content of Corona's “America we are all” advertising campaign from the psychology of communication to understand the true intention of the message. To achieve this objective, the theoretical bases are identified to recognize the psychological elements of advertising communication. In addition, we will try to recognize what the campaign represents with a semiotic analysis of the campaign to understand the functioning of communication through the general properties of sign systems as a basis for a better understanding. Corona beer is a world-renowned brand, established as the first imported beer that is distributed throughout more than 159 countries. Our study takes Corona's “América Somos Todos” campaign, carried out by the advertising agency “Element”, due to the great scope it obtained. It was published and shared in 17 digital media and on various television shows, which allowed a reach of more than 18 million people. Within the construction of the campaign, the relationship between psychology and communication is present because it seeks to go beyond just informing, it works to have a response from the receiver. Thanks to the psychology of communication, these processes of perception, learning, memory, persuasion and influence on individuals are achieved.