Análisis de la publicidad de la fórmula 1. Caso de estudio: La Ferrari, 2022

Abstract

In the following academic article, the advertising used in Formula 1 (F1) is analyzed, with the object of study being the Ferrari team, which is recognized worldwide as being the most successful; wishing to deepen the advertising strategies and the visual elements that make up the image, having a theoretical approach to the cultural industry that has as its objective the growth of production and that it is consumed even in a state of distraction, allowing the industries to have the economic control and with this they can reach audiences en masse, through traditional media and virtual platforms. The methodology focuses on a virtual ethnography of documents that are related to the Ferrari brand to study the importance of other brands that act as sponsors and thus reach stakeholders in F1. On the other hand, the growth in the competition is analyzed, since it is a sport that requires millions of dollars of money and this must be a sustainable business for the teams, having the contribution of several industries with great power at a global level and that invest their capital looking for returns in return. It is known that advertising is a strategy used by Ferrari sponsors in the competition car; wishing to inform, persuade and approach consumers, and on several occasions doubting whether subliminal advertising is used as a strategy. Therefore, the brand image plays a positioning role, to give personality to each product, making it easy to identify it. In addition, the visual language represents stylized messages that are part of the composition of the Ferrari brand