Voices that build brands: Quechua as a source of identity in Peruvian advertising; [Des voix qui construisent des marques: Le quechua comme ressource identitaire dans la publicité péruvienne]; [Vozes que constroem marcas: O quíchua como recurso identitário na publicidade peruana]

Lazon A.; Mezarina M.; Cabel A. · Lengua y Sociedad (2026) · DOI: 10.15381/lengsoc.v25i1.32261

Resumen

This study analyzes how the use of Quechua in the advertising campaign “Madre, tu amor lo cambia todo” by the financial institution Credinka constructs an identity-driven narrative among Quechua-descendant young people in Lima, aged 18 to 30, during 2025. The research seeks to understand how Indigenous languages can be used in advertising not only as symbolic elements, but also as tools for cultural connection. The study follows an interpretive paradigm with a qualitative approach, using semi-structured interviews and an intercultural analysis of the commercial. The findings show that the use of Quechua activates affective memories and strengthens cultural pride and identification, reinforcing perceptions of authenticity and closeness toward the brand. Additionally, the visual representation avoids folklorization and presents Andean identity from a contemporary perspective. The study concludes that the coherent incorporation of Indigenous languages can significantly contribute to brand identity construction, provided it goes beyond merely symbolic inclusion. © Los autores. All rights reserved.

Instituciones: Universidad Nacional Mayor de San Marcos; Universidad Peruana de Ciencias Aplicadas