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Marca Perú: communicating Perú as a brand out of context

Marca Perú: communicating Perú as a brand out of context

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Published by Paloma Baytelman
Imagine this situation: a red charter bus arrives to a small and quiet city in the middle of the United States called Peru, in Nemaha County, Nebraska. When the bus stops, about 30 people descend from it. They are all Perúvians, not from Peru, Nebraska, but from Perú, the Latin American Country. Perúvian filmmakers, world-renowned chefs, champion surfers and celebrities are here to show how great is to be Perúvian through food, music, sports, and folkloric traditions.
This is the plot of the 15-minute video that the Ministry of Tourism of Perú created in 2011 as a part of a commercial campaign. The objective was to promote the image of the country globally, but first the campaign look for encouraging national pride in Perúvians, and therefore, make them feel as ambassadors of their country-brand. (Soldi 2012) The video was launched online on May 5, 20011, and in his first week online, goes viral receiving more than 680,000 hits on YouTube. (Abourezk 2011)
Using common places, irony, dissimulation and contrast, this double edge propaganda video provides rich material to illustrate and discuss concepts relate with identity, communities and complexity of the stereotypes.
Imagine this situation: a red charter bus arrives to a small and quiet city in the middle of the United States called Peru, in Nemaha County, Nebraska. When the bus stops, about 30 people descend from it. They are all Perúvians, not from Peru, Nebraska, but from Perú, the Latin American Country. Perúvian filmmakers, world-renowned chefs, champion surfers and celebrities are here to show how great is to be Perúvian through food, music, sports, and folkloric traditions.
This is the plot of the 15-minute video that the Ministry of Tourism of Perú created in 2011 as a part of a commercial campaign. The objective was to promote the image of the country globally, but first the campaign look for encouraging national pride in Perúvians, and therefore, make them feel as ambassadors of their country-brand. (Soldi 2012) The video was launched online on May 5, 20011, and in his first week online, goes viral receiving more than 680,000 hits on YouTube. (Abourezk 2011)
Using common places, irony, dissimulation and contrast, this double edge propaganda video provides rich material to illustrate and discuss concepts relate with identity, communities and complexity of the stereotypes.

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Categories:Types, Research
Published by: Paloma Baytelman on Mar 07, 2013
Copyright:Attribution Non-commercial

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10/16/2013

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