Usually, in order to attract consumers and generate feelings of belonging, advertisements use the collective imagination that identifies a country or region to build an efficient message that links the values ​​of that culture with certain brands. In this regard, the advertising of alcoholic beverages has stood out for its constant creation of symbolic and experiential universes that allude to the place of origin of the product, in order to build identity narratives and motivate feelings of belonging in its consumers. It has been seen that the advertisements of Peruvian beer brands have not been immune to this trend, and have constantly resorted to cultural stereotypes materialized in advertisements that rest on a basis of significance aimed at building a perspective of cultural representation. The objective of this study has been to analyze, through focused interviews, how Peruvian ...

Usually, in order to attract consumers and generate feelings of belonging, advertisements use the collective imagination that identifies a country or region to build an efficient message that links the values ​​of that culture with certain brands. In this regard, the advertising of alcoholic beverages has stood out for its constant creation of symbolic and experiential universes that allude to the place of origin of the product, in order to build identity narratives and motivate feelings of belonging in its consumers. It has been seen that the advertisements of Peruvian beer brands have not been immune to this trend, and have constantly resorted to cultural stereotypes materialized in advertisements that rest on a basis of significance aimed at building a perspective of cultural representation. The objective of this study has been to analyze, through focused interviews, how Peruvian ...