Art and advertising: Alicorp transforms the streets into a promotional tool for Amarás

Condemarín-Seminario R.; Balabarca-Fataccioli R.; Gallardo-Echenique E. · RISTI - Revista Iberica de Sistemas e Tecnologias de Informacao (2024)

Resumen

This study analyzes the perception of the connection between art and advertising in the advertising murals. A qualitative methodology was employed. The design is ethnographic because it examines the sensations that occur in a space, linked to the social practices and cultures of the participants in their daily lives. Twelve advertisers and artists with a maximum of 10 years of experience in the industry, aged between 22 and 35 years, were interviewed. Data processing was carried out through thematic analysis. The results show the relationship between art and advertising. The integration of urban art into advertising strategies has generated a sense of belonging and connection with consumers. The importance of revitalizing public spaces that blend with their surroundings is highlighted, as well as the inclusion of female muralist artists in their campaign.

Instituciones: Universidad Peruana de Ciencias Aplicadas