Social advertising “The Entrepreneurial Force” of Lima Airport Partners

Cerna-Quinteros A.; Gallardo-Echenique E. · RISTI - Revista Iberica de Sistemas e Tecnologias de Informacao (2023)

Resumen

This study analyzes how the residents of the area of direct influence of the Jorge Chávez International Airport connect emotionally with the social campaign “La Fuerza Emprendedora’’ of the fanpage “Chalacos A Bordo’’ of Lima Airport Partners in the COVID-19 pandemic. Fourteen semi-structured interviews were carried out with the residents of the area of direct influence of the Jorge Chávez Airport. The interviewees were presented with two commercials for the “Monissima’’ undertakings and the “Creciendo” Pedagogical and Cultural Center and a graphic from the “Doña Elva” restaurant. The study showed that the neighbors managed to connect emotionally with the music, the stories that were presented in the videos and with the characters. The emotions they managed to feel ranged from joy, motivation and improvement to nostalgia and grief. In conclusion, this campaign did manage to connect with the residents through music, stories, and characters.

Instituciones: Universidad Peruana de Ciencias Aplicadas