Ressignificação no campo publicitário boliviano: história e memória da inserção de elementos culturais nas peças da cerveja Paceña

Abstract

This research aims to analyze the appropriation and reinterpretation of aspects of Bolivian culture in the packaging of Paceña beer. This phenomenon, part of the new proposals of Bolivian advertising, was part of a political project of the government since the transition from the Republic of Bolivia to the Plurinational State of Bolivia, which took place between 2006 and 2019, during the government of President Juan Evo Morales Ayma. The reinterpretation of Paceña brewery advertising is the focus of this investigation, and it is important to note that both the cultural absorption and use of elements of Bolivian carnival folklore in the advertising of this beer, as well as what stimulated this reinterpretation, are historical facts. This advertising innovation occurred during the political transition that marked a new socio-cultural stage in the country and a new path for the Bolivian advertising industry. The objective of this research is to present and analyze the reinterpretation of traditional and folkloric elements of Bolivian culture in advertising during the Carnival period between 2006 and 2019, based on the analysis of beer packaging launched by the Paceña Brewery. The designs that make up each advertising campaign are images open to criticism, readings, and reinterpretations, because "drawing is image and is language, therefore, it has intent and purpose. As a historical record, it is related to pre-existing conditions and condenses multifaceted images and meanings" (TRINCHÃO and REIS, 1998, p. 131). The construction of interdisciplinary knowledge aids the analysis that converges on advertising campaigns insofar as the intertwining of the fields of knowledge in Culture, History, Design (Image), and Advertising itself forms the basis for the reinterpretation of advertising pieces that bring the language of drawing to the cans of the alcoholic beverage industry. These beer cans preserve popular culture through the images on their packaging; thus, both the cans and the designs become sources of research and historical documents of the political transition period in Bolivia. From the perspective of Lucia Santaella's applied semiotics (which is based on Peircean semiotics), we can analyze the languages, elements, and attributes used in the advertising pieces.