Faces in Popular Advertising: Aspirational Consumption in Peru
Rostros en la publicidad popular: Consumo aspiracional en el Perú
Rostos na publicidade popular: Consumo aspiracional no Peru
| 2025 | |
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popular consumption Gamarra popular advertising semiotics race consumo popular Gamarra Publicidad popular semiótica raza consumo popular Gamarra publicidade popular semiótica raça |
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| Español | |
| Universidad ORT Uruguay | |
| RAD | |
|
https://revistas.ort.edu.uy/inmediaciones-de-la-comunicacion/article/view/4097
http://hdl.handle.net/20.500.11968/7691 |
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| Acceso abierto |
| _version_ | 1875112285371891712 |
|---|---|
| author | Yalán Dongo, Eduardo Enrique |
| author2 | Espinoza Fernández, Adriana |
| author2_role | author |
| author_facet | Yalán Dongo, Eduardo Enrique Espinoza Fernández, Adriana |
| author_role | author |
| collection | RAD |
| dc.creator.none.fl_str_mv | Yalán Dongo, Eduardo Enrique Espinoza Fernández, Adriana |
| dc.date.none.fl_str_mv | 2025-10-03 |
| dc.description.en-US.fl_txt_mv | The aim of this article is to analyze the representation and use of faces in popular advertising in Lima (Peru). While previous literature has examined how aspirationality is constructed in major brand advertising campaigns, it has left a gap in the study of popular consumption and vernacular advertising. To address this, a qualitative approach was employed, analyzing 143 faces in 73 images collected from Lima’s Gamarra commercial emporium. The analysis identified four types of faces: concentrated, which look straight ahead with rigidity; conformist, which also look straight ahead but in a relaxed manner; maintained, which avert their gaze with a relaxed attitude; and effortful, which avert their gaze with rigidity. These facial representations construct consumer narratives and show how aspirationality, associated with Caucasian faces, permeates the visual strategies of popular commerce. Whiteness is linked to immediate consumption and ostentation, while mestizo (“cholo”) faces are more often oriented toward attracting purchases, frequently in a sexualized manner. The scarcity of Afro-descendant faces and the limited presence of everyday life discourses in the analyzed advertising suggest that popular consumption prioritizes direct sales and heightened provocation toward the act of purchase, leaving asiderepresentations of rest, social interaction, or reflection. |
| dc.description.es-ES.fl_txt_mv | El objetivo del artículo es analizar la representación y el uso del rostro en la publicidad popular de Lima (Perú). Si bien la literatura se ha ocupado de estudiar cómo se configura lo aspiracional en campañas de grandes marcas, ha dejado de lado el consumo popular y la publicidad vernácula. Para este análisis se utilizó un enfoque cualitativo, con el que se examinaron 143 rostros en 73 imágenes tomadas en el Emporio Comercial de Gamarra, en Lima. Se distinguieron cuatro tipos de rostros: concentrados, que miran de frente con rigidez; conformistas, que miran de frente con una expresión relajada; mantenidos, que desvían la mirada con actitud relajada; y esforzados, que desvían la mirada con rigidez. Estos rostros configuran narrativas de consumo y muestran cómo lo aspiracional, asociado a rasgos caucásicos, atraviesa las estrategias visuales del comercio popular. La blanquitud se vincula al consumo inmediato y la ostentación, mientras que los rostros mestizos (“lo cholo”) se orientan más a la atracción de compra generalmente sexualizada. La escasez de rostros afrodescendientes y la poca presencia de discursos de cotidianidad en la publicidad analizada sugieren que el consumo popular se centra en la venta directa y en la intensificación de la provocación hacia el acto de compra, dejando de lado representaciones de descanso, convivencia o reflexión. |
| dc.description.pt-BR.fl_txt_mv | O objetivo desta pesquisa é analisar a representação e o uso do rosto na publicidade popular em Lima (Peru). Enquanto a literatura tem estudado as aspirações em campanhas publicitárias de grandes marcas, há uma lacuna na investigação sobre o consumo popular e a publicidade vernácula. Para isso, foi utilizada uma abordagem qualitativa que analisou 143 rostos em 73 imagens coletadas no centro comercial de Gamarra. Foram identificados quatro tipos de rostos: concentrados, que olham diretamente com rigidez; conformistas, que também olham diretamente, mas de forma relaxada; mantidos, que desviam o olhar com uma atitude relaxada; e esforçados, que desviam o olhar com rigidez. Esses rostos constroem narrativas de consumo e demonstram como o aspiracional, associado a rostos caucasianos, atravessa as estratégias visuais do comércio popular. A branquitude está ligada ao consumo imediato e à ostentação, enquanto os rostos mestiços (“lo cholo”) estão mais orientados para a atração da compra, geralmente sexualizada. A escassez de rostos afrodescendentes e a baixa presença de discursos de cotidianidade na publicidade analisada sugerem que o consumo popular prioriza a venda direta e a provocação ao ato de compra, deixando de lado representações de descanso, convivência ou reflexão. |
| dc.format.none.fl_str_mv | application/pdf text/html text/xml |
| dc.identifier.none.fl_str_mv | https://revistas.ort.edu.uy/inmediaciones-de-la-comunicacion/article/view/4097 10.18861/ic.2025.20.2.4097 |
| dc.identifier.uri.none.fl_str_mv | http://hdl.handle.net/20.500.11968/7691 |
| dc.language.iso.none.fl_str_mv | spa |
| dc.publisher.es-ES.fl_str_mv | Universidad ORT Uruguay |
| dc.relation.none.fl_str_mv | https://revistas.ort.edu.uy/inmediaciones-de-la-comunicacion/article/view/4097/4604 https://revistas.ort.edu.uy/inmediaciones-de-la-comunicacion/article/view/4097/4625 https://revistas.ort.edu.uy/inmediaciones-de-la-comunicacion/article/view/4097/4626 |
| dc.rights.es-ES.fl_str_mv | http://creativecommons.org/licenses/by/4.0 |
| dc.rights.none.fl_str_mv | info:eu-repo/semantics/openAccess |
| dc.source.es-ES.fl_str_mv | InMediaciones de la Comunicación; Vol. 20 Núm. 2 (2025) |
| dc.source.none.fl_str_mv | 1688-8626 1510-5091 10.18861/ic.2025.20.2 reponame:RAD instname:Universidad ORT Uruguay instacron:Universidad ORT |
| dc.source.pt-BR.fl_str_mv | InMediaciones de la Comunicación; v. 20 n. 2 (2025) |
| dc.subject.en-US.fl_str_mv | popular consumption Gamarra popular advertising semiotics race |
| dc.subject.es-ES.fl_str_mv | consumo popular Gamarra Publicidad popular semiótica raza |
| dc.subject.pt-BR.fl_str_mv | consumo popular Gamarra publicidade popular semiótica raça |
| dc.title.none.fl_str_mv | Faces in Popular Advertising: Aspirational Consumption in Peru Rostros en la publicidad popular: Consumo aspiracional en el Perú Rostos na publicidade popular: Consumo aspiracional no Peru |
| dc.type.none.fl_str_mv | info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
| dc.type.version.none.fl_str_mv | info:eu-repo/semantics/publishedVersion |
| description | The aim of this article is to analyze the representation and use of faces in popular advertising in Lima (Peru). While previous literature has examined how aspirationality is constructed in major brand advertising campaigns, it has left a gap in the study of popular consumption and vernacular advertising. To address this, a qualitative approach was employed, analyzing 143 faces in 73 images collected from Lima’s Gamarra commercial emporium. The analysis identified four types of faces: concentrated, which look straight ahead with rigidity; conformist, which also look straight ahead but in a relaxed manner; maintained, which avert their gaze with a relaxed attitude; and effortful, which avert their gaze with rigidity. These facial representations construct consumer narratives and show how aspirationality, associated with Caucasian faces, permeates the visual strategies of popular commerce. Whiteness is linked to immediate consumption and ostentation, while mestizo (“cholo”) faces are more often oriented toward attracting purchases, frequently in a sexualized manner. The scarcity of Afro-descendant faces and the limited presence of everyday life discourses in the analyzed advertising suggest that popular consumption prioritizes direct sales and heightened provocation toward the act of purchase, leaving asiderepresentations of rest, social interaction, or reflection. |
| eu_rights_str_mv | openAccess |
| format | article |
| id | RAD_8412113c36ad0d3f42d04a2c0a80e059 |
| identifier_str_mv | 10.18861/ic.2025.20.2.4097 |
| instacron_str | Universidad ORT |
| institution | Universidad ORT |
| instname_str | Universidad ORT Uruguay |
| language | spa |
| network_acronym_str | RAD |
| network_name_str | RAD |
| oai_identifier_str | oai:rad.ort.edu.uy:20.500.11968/7691 |
| publishDate | 2025 |
| reponame_str | RAD |
| repository.mail.fl_str_mv | rodriguez_v@ort.edu.uy |
| repository.name.fl_str_mv | RAD - Universidad ORT Uruguay |
| repository_id_str | 3927 |
| rights_invalid_str_mv | http://creativecommons.org/licenses/by/4.0 |
| spelling | Yalán Dongo, Eduardo EnriqueEspinoza Fernández, Adriana2025-10-03https://revistas.ort.edu.uy/inmediaciones-de-la-comunicacion/article/view/409710.18861/ic.2025.20.2.4097http://hdl.handle.net/20.500.11968/7691The aim of this article is to analyze the representation and use of faces in popular advertising in Lima (Peru). While previous literature has examined how aspirationality is constructed in major brand advertising campaigns, it has left a gap in the study of popular consumption and vernacular advertising. To address this, a qualitative approach was employed, analyzing 143 faces in 73 images collected from Lima’s Gamarra commercial emporium. The analysis identified four types of faces: concentrated, which look straight ahead with rigidity; conformist, which also look straight ahead but in a relaxed manner; maintained, which avert their gaze with a relaxed attitude; and effortful, which avert their gaze with rigidity. These facial representations construct consumer narratives and show how aspirationality, associated with Caucasian faces, permeates the visual strategies of popular commerce. Whiteness is linked to immediate consumption and ostentation, while mestizo (“cholo”) faces are more often oriented toward attracting purchases, frequently in a sexualized manner. The scarcity of Afro-descendant faces and the limited presence of everyday life discourses in the analyzed advertising suggest that popular consumption prioritizes direct sales and heightened provocation toward the act of purchase, leaving asiderepresentations of rest, social interaction, or reflection.El objetivo del artículo es analizar la representación y el uso del rostro en la publicidad popular de Lima (Perú). Si bien la literatura se ha ocupado de estudiar cómo se configura lo aspiracional en campañas de grandes marcas, ha dejado de lado el consumo popular y la publicidad vernácula. Para este análisis se utilizó un enfoque cualitativo, con el que se examinaron 143 rostros en 73 imágenes tomadas en el Emporio Comercial de Gamarra, en Lima. Se distinguieron cuatro tipos de rostros: concentrados, que miran de frente con rigidez; conformistas, que miran de frente con una expresión relajada; mantenidos, que desvían la mirada con actitud relajada; y esforzados, que desvían la mirada con rigidez. Estos rostros configuran narrativas de consumo y muestran cómo lo aspiracional, asociado a rasgos caucásicos, atraviesa las estrategias visuales del comercio popular. La blanquitud se vincula al consumo inmediato y la ostentación, mientras que los rostros mestizos (“lo cholo”) se orientan más a la atracción de compra generalmente sexualizada. La escasez de rostros afrodescendientes y la poca presencia de discursos de cotidianidad en la publicidad analizada sugieren que el consumo popular se centra en la venta directa y en la intensificación de la provocación hacia el acto de compra, dejando de lado representaciones de descanso, convivencia o reflexión.O objetivo desta pesquisa é analisar a representação e o uso do rosto na publicidade popular em Lima (Peru). Enquanto a literatura tem estudado as aspirações em campanhas publicitárias de grandes marcas, há uma lacuna na investigação sobre o consumo popular e a publicidade vernácula. Para isso, foi utilizada uma abordagem qualitativa que analisou 143 rostos em 73 imagens coletadas no centro comercial de Gamarra. Foram identificados quatro tipos de rostos: concentrados, que olham diretamente com rigidez; conformistas, que também olham diretamente, mas de forma relaxada; mantidos, que desviam o olhar com uma atitude relaxada; e esforçados, que desviam o olhar com rigidez. Esses rostos constroem narrativas de consumo e demonstram como o aspiracional, associado a rostos caucasianos, atravessa as estratégias visuais do comércio popular. A branquitude está ligada ao consumo imediato e à ostentação, enquanto os rostos mestiços (“lo cholo”) estão mais orientados para a atração da compra, geralmente sexualizada. A escassez de rostos afrodescendentes e a baixa presença de discursos de cotidianidade na publicidade analisada sugerem que o consumo popular prioriza a venda direta e a provocação ao ato de compra, deixando de lado representações de descanso, convivência ou reflexão.application/pdftext/htmltext/xmlspaUniversidad ORT Uruguayhttps://revistas.ort.edu.uy/inmediaciones-de-la-comunicacion/article/view/4097/4604https://revistas.ort.edu.uy/inmediaciones-de-la-comunicacion/article/view/4097/4625https://revistas.ort.edu.uy/inmediaciones-de-la-comunicacion/article/view/4097/4626InMediaciones de la Comunicación; Vol. 20 Núm. 2 (2025)InMediaciones de la Comunicación; v. 20 n. 2 (2025)1688-86261510-509110.18861/ic.2025.20.2reponame:RADinstname:Universidad ORT Uruguayinstacron:Universidad ORTpopular consumptionGamarrapopular advertisingsemioticsraceconsumo popularGamarraPublicidad popularsemióticarazaconsumo popularGamarrapublicidade popularsemióticaraçaFaces in Popular Advertising: Aspirational Consumption in PeruRostros en la publicidad popular: Consumo aspiracional en el PerúRostos na publicidade popular: Consumo aspiracional no Peruinfo:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/publishedVersionhttp://creativecommons.org/licenses/by/4.0info:eu-repo/semantics/openAccess20.500.11968/76912025-12-10 05:02:01.832metadata.onlyoai:rad.ort.edu.uy:20.500.11968/7691https://rad.ort.edu.uyhttps://rad.ort.edu.uy/Universidadhttps://www.ort.edu.uy/https://rad.ort.edu.uy/server/oai/requestrodriguez_v@ort.edu.uyUruguayopendoar:39272025-12-10T08:02:01RAD - Universidad ORT Uruguayfalse |
| spellingShingle | Faces in Popular Advertising: Aspirational Consumption in Peru Yalán Dongo, Eduardo Enrique popular consumption Gamarra popular advertising semiotics race consumo popular Gamarra Publicidad popular semiótica raza consumo popular Gamarra publicidade popular semiótica raça |
| status_str | publishedVersion |
| title | Faces in Popular Advertising: Aspirational Consumption in Peru |
| title_full | Faces in Popular Advertising: Aspirational Consumption in Peru |
| title_fullStr | Faces in Popular Advertising: Aspirational Consumption in Peru |
| title_full_unstemmed | Faces in Popular Advertising: Aspirational Consumption in Peru |
| title_short | Faces in Popular Advertising: Aspirational Consumption in Peru |
| title_sort | Faces in Popular Advertising: Aspirational Consumption in Peru |
| topic | popular consumption Gamarra popular advertising semiotics race consumo popular Gamarra Publicidad popular semiótica raza consumo popular Gamarra publicidade popular semiótica raça |
| url | https://revistas.ort.edu.uy/inmediaciones-de-la-comunicacion/article/view/4097 http://hdl.handle.net/20.500.11968/7691 |
