LICENCIATURA EN LENGUAS EXTRANJERAS INGLÉS - FRANCÉS · 2025

Implications of international advertisements on cultural identity construction : a multimodal analysis of commercials from Colombia, France, and Russia

Advertising is a marketing practice used for selling commercial products. It combines culture and language to build a brand's image and has the potential to influence people’s views, feelings, desires, and identity. This qualitative study analyzes international ads, focusing on how they use cultural references and language in their commercials to influence the audience’s identity construction. The goal is to explore cultural content, images, and linguistic discourse strategies that impact people’s identity construction. This study implements a multimodal analysis using three selected commercials from Colombia, France, and Russia. Countries with which the researcher has cultural familiarity. Additionally, interviews were conducted with nine participants who are natives of the country where each commercial was done and published. By focusing on the sociolinguistic implications of advertising discourse, the study can provide a better understanding of how language and cultural representations in advertising contribute to the negotiation of identities and the construction of social realities, as a result, contributing to broader discussions on language use and social dynamics in contemporary societies. Implications for language teaching are also discussed.

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