Publicidad, un breve y superficial análisis del discurso

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Por mi ya confesada necesidad de estar informado y sobreinformado, cada día me expongo a decenas de periódicos digitales,  portales informativos, programas radiales, y de vez en cuando uno que otro programa da la caja tonta, lo que sin duda me lleva a consumir un sin número de publicidad de todo tipo, desde la burda y casi sensorialmente imperceptible que encontramos en la prensa escrita, hasta la invasiva publicidad digital.

Sin ánimos de equiparar esta publicación a uno de los estudios del genial autor Teun Van Dijk, ante este bombardeo de banners, anuncios de radio y prensa escrita, me dispuse a hacer un ligero análisis del discurso que vende la publicidad en la República Dominicana. Por un lado, el principal cliente publicitario del país (El Gobierno), el cual busca incesantemente dar a conocer los aportes de sus instituciones y sus planes asistencialistas, como era de esperarse, en su publicidad vibra enérgicamente la propaganda, siempre matizada con un tinte criollo que busca desesperadamente despertar el orgullo nacional.

A diferencia de la  generada por la maquinaria publicitaria estatal, la publicidad de muchas empresas nacionales ni siquiera parece estar adaptada al target de los productos que comercializan, pues mientras intentan persuadir sobre planes básicos de telefonía celular, utilizan el lenguaje característico de jóvenes de clase alta, por encima de ese nivel de servicio, no evocando lo aspiracional, sino más bien logrando divorciarse del público objetivo.

Pero el asunto de empresas intentando vender a los pobres, hablando como ricos, resulta inverosímil y no representa un problema para nadie más que los departamentos de marketing de esas organizaciones. Lo que si es preocupante es el problema de identidad étnica en la publicidad dominicana, que incluso llega a lo ridículo.

Una ciudad repleta de personas muy mayoritariamente negras, rebosada de vallas y carteles de modelos casi caucásicos, refleja una gran crisis de identidad, que con el tiempo se ha hecho casi imperceptible ante los ojos de las personas, ya que el problema en si mismo no es exclusivo de la publicidad, sino que también se puede encontrar desde los medios de comunicación, hasta los lobbys de empresas, que ya hace tiempo dejaron de hacer entrevistas de trabajo, y pasaron a hacer castings para contratar secretarias y personal de cara al cliente.

En definitiva, el tema sin duda que arroja una problemática digna de una investigación doctoral, y debe ser abordado de manera conjunta, tanto por los profesionales de la comunicación persuasiva, hasta la sociedad en si misma, para no seguir reproduciendo las mismas normas socialmente nocivas.

 

 

 

 

 

Profesional de diferentes campos (Comunicación, Periodismo, Marketing, Derecho & Relaciones Internacionales), con experiencia en medios de comunicación de todos los formatos. Interesado en temas ligados a la innovación, marketing, economía, política, derecho, y las diferentes temáticas que hoy impactan el mundo. Actualmente Consultor-Jefe de MDR Comunicación & Director en Magia Media.

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