Creation of identity value in video advertising: Performing identity myths of stigmatized groups of society

Abstract: Brands have changed their approach to advertising, instead of offering products, nowadays they offer ways of living and seeing the world. To do so, they own a symbolic language which is embodied in advertising discourse. Brands aim to create more profound relationships with consumers and to concretise it, they have a variety of strategies at hand. The most common is through brand personification, where characters are generated to facilitate identification as encapsulated in a figure, they lend human characteristics to the brand. Cultural branding, on the other hand, proposes the creation of identity myths that can connect on a deeper level with the audience they seek to allude to. One of the proposed approaches in cultural branding is to perform an identity myth that is embedded in current social tensions. To understand the creation of identity value, this qualitative research uses Critical Discourse Analysis to find discursive patterns that allow the creation of thematic axes on which brands rely to create identity myths in video advertising. The results showed that the themes that Lipigas uses to generate identity value are the exaltation of women, the representation of Chilean popular identity and the resignification of the flaite. However, this discourse also presents major contradictions between what it seeks to oppose and what it ends up representing. While there are positive elements in Lipigas' discourse, such as inclusion and the revalorisation of marginalised identities in pursuit of greater social unity, it also falls back on current vices in terms of gender representation. Especially in that women have virtually no meaning outside the home or the family.