Analysis of advertising discourses targeting Peruvian entrepreneurs from a social semiotics perspective

Cayo E.A.Q. · Latin-American Journal of Discourse Studies (2025) · DOI: 10.35956/v.25.n2.2025.p.59-81

Resumen

In Peru, brands in the financial sector are characterized by intense advertising activity, particularly those that cater to micro-entrepreneurs. Therefore, the objective of this study is to analyze how social semiotics was used in audiovisual advertisements targeting entrepreneurs in Peru after the COVID-19 pandemic (2020-2023). The study examined the construction and reproduction of the social reality of entrepreneurs created by financial sector brands. The study employs a qualitative approach, and content analysis was conducted using multimodal social semiotics and Fairclough's discourse analysis. The research concluded that the representation of Peruvian entrepreneurs remains associated with racial and socioeconomic stereotypes. Furthermore, the normalization of excessive effort by entrepreneurs persists in situations where self-demand and social inequality are evident.

Instituciones: Universidad de San Martín de Porres