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Authors
Vidal Pacheco, GeorgettAdvisors
Lamarca Arana, GiovanniSolari Martin, Davide Federico Ramon
Issue Date
2020-09-13Keywords
Arquetipos de JungPerú
Identidad nacional
Narración
Publicidad
Jung’s archetypes
National identity
Narration
Advertising
Metadata
Show full item recordOther Titles
Jung’s Archetypes in peruvianess discourses: Facebook posts of KFC and Bembos, 2019Abstract
Los arquetipos son esquemas innatos que se encuentran en el inconsciente colectivo y ayudan a entender el mundo. El psicoanalista Carl Gustav Jung teorizó y propuso diversos arquetipos de la personalidad que hoy son utilizados en la publicidad. Por otro lado, la peruanidad resulta difícil de definir, a pesar de que, además de Víctor M. Andrés Belaúnde (quien acuñó la palabra y teorizó sobre ella), diversos autores y pensadores hayan abordado el tema de lo peruano. Ello se debería a que esta pertenece a un imaginario, un ideal, un mito, un discurso. En el presente artículo se buscará identificar, relacionar y analizar los arquetipos de Jung empleados en los discursos sobre peruanidad en los pots de Facebook de las marcas fast food KFC y Bembos en el Perú durante el año 2019. Para ello, se realizó una recopilación general de los principales y diversos discursos sobre peruanidad, encontrándose 5 perfiles de lo peruano; y, finalmente, se definieron los 12 arquetipos de Jung empleados en la teoría publicitaria.Archetypes are innate schemes found in the collective unconscious and help to understand the world. Psychoanalyst Carl Gustav Jung theorized and proposed various archetypes of personality that are used in advertising today. On the other hand, peruvianness is difficult to define, even though, in addition to Víctor M. Andrés Belaúnde (who coined the word and theorized about it), various authors and thinkers have addressed this issue. This is because it belongs to an imaginary, an ideal, a myth, a discourse. This article seeks to identify, to relate and analyze Jung's archetypes used in the peruvianness discourses of the fast food brands KFC and Bembos in Peru during the year 2019. For this, a general compilation of the main and various discourses of peruvianess was made, finding 5 profiles of the Peruvian; and, finally, the 12 Jungian archetypes used in advertising theory were defined.
Type
info:eu-repo/semantics/bachelorThesisRights
info:eu-repo/semantics/openAccessAttribution-NonCommercial-ShareAlike 4.0 International
Language
spaCollections
The following license files are associated with this item:
- Creative Commons