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Item type:Publication, El rol de las marcas fabricantes ante las demandas sociales. Análisis del anuncio de cambio de marca de los productos “Negrita” por la empresa Alicorp(Universidad de San Martín de Porres, 2020-09-07)Based on the analysis of Alicorp's official statement regarding the renaming of their commercial brand "Negrita", this article suggests delving into the reasons why brands have begun to take political stands through their discourse and actions, and how these decisions have an impact on the commercial and manufacturers' brand equity as well as their consumers. Albeit interest regarding role portrayals in advertising is not a new issue: Is it possible that brands and advertising have embraced a new role as social actors? Are societal changes so powerful that they call for a brand to take a political stand towards them? Through on the outcome of these questions, and through this case-study discussion, this study seeks to explore the roots and consequences of this new brand positioning. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Pachamama 5 estrellas: Análisis de las estrategias publicitarias digitales de venta de suelo periurbano en Urubamba - Cusco(Pontificia Universidad Católica del Perú, 2023-11-22)In a context of constant peri-urban transformation as a result of adaptation to new demands and expansion of urban capital in strategic investment areas, the possibility of shaping the city appears as one of the main guidelines for local development in Cusco as the city responds to systems of relationships and complementary processes of action and reaction. In this sense, within a framework of premeditated transformation, in the case of Urubamba (Cusco), an area that has seen its tourist potential increase in recent years, this work aims to analyze the advertising of two pages of lots sales as a means of crystallizing the strategies adopted by private capital to promote and generate value within those opportunity spaces. For this, we collected information from 10 advertisements of ¿A dónde vivir? and Urbania.pe carried out in 2022. It is found that there are four types of land promotion strategies, i) provision of basic services and ii) luxury services, both framed in the notion of “strategic beautification” both as complementary strategies; iii) the tourism investment model and iv) formality-legality, central components of urban transformation within spaces for sale and which are the common denominator in purchase promotion strategies. As part of the studies on peri-urbanization of agricultural land from a more subjective approach to analyze the formation of land prices, it is concluded that the generation of “competitive” rents between urban and rural lands is a central element for the demarcation of its use. Likewise, the use of these strategies are the reflection of a type of collective imagination about the area, which, in turn, contributes to the shared construction of the marketable value of the offered land. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Los «inicios» del diseño gráfico peruano: entre la tradición extranjera y la persistencia de lo local(Pontificia Universidad Católica del Perú, 2025-12-10)Official Peruvian historiography has consistently pointed to the late 1950s as the early years of professional graphic design in Peru. Characterized by the commercial expansion of the country’s major economies, the decade also saw the arrival of foreign graphic artists in Lima and the emergence of educational institutions linked to the teaching of the discipline. Thus, approaches to these “early years” have primarily prioritized the “modernizing” narrative of foreign influence as part of its consolidation as a professional practice and have overlooked other traditions such as pre-Columbian influence or the predecessor work of great artists such as Elena Izcue and Julia Codesido. Undoubtedly, the presence of advertising agencies in the mid-20th century and the arrival in Peru of designers, mainly from Switzerland, contributed to the professional development of a first generation of Peruvian graphic designers, who not only developed graphic visuals for companies and brands, but also incorporated new references and techniques into their practice. Based on five interviews with some representatives of this “first generation,” this article explores the importance of foreign tradition for the development of professional practice and also analyzes the presence of pre-Columbian influence in their work. The text concludes that most of the interviewees highlight foreign influence —specifically from the Swiss tradition—as the starting point for professional practice in Peru; however, they also note the importance of pre-Columbian tradition, which is mainly utilitarian for their work.2