Semiótica como recurso visual en una pieza publicitaria. Caso: Mcdonald’s

The purpose of this research work was to analyze the use of semiotics as a visual resource in an advertising piece, taking as an example the “Follow the Arches” campaign of McDonald’s. For this, it was necessary in the first instance to carry out a theoretical approach about this thematic line to later apply data collection techniques such as the Focus Group and the interview, through which it was possible to know that the analyzed advertising piece is highly creative, due to the use of the isotype as traffic signaling, thus being able to fulfill a powerful objective within the use of the branding of the company. In the same way it was determined that McDonald’s company took advantage of the positioning of its brand in the place where the campaign was developed to strengthen its identifier through semiotics. Focus Group participants mentioned that this piece meets all the requirements of semiotics, since when using the brand throughout its concept, it took advantage of its influence on people to direct messages based purely on the representation of the figure. The interviewee for his part was able to express that “Follow the Arches” is a high impact promotional piece, on the one hand due to the strategic use of colors, as well as the skill and versatility of the logo.

• מחבר ראשי: Bravo Duarte, Jose Fernando (author)
• פורמט: bachelorThesis
• שפה: spa
• יצא לאור: 2019
• נושאים: Semiótica; Recurso; McDonald’s; Pieza publicitaria
• גישה מקוונת: http://dspace.utb.edu.ec/handle/49000/7239