Estudio de la retórica publicitaria de automóviles Toyota y Chery en la red social instagram en el periodo mayo junio 2024

Abstract

Abstract: This study on the advertising rhetoric of the automotive brands Toyota and Chery on Instagram in the period May - June 2024 analyzes how these brands use rhetorical figures in their advertising to persuade and attract their audience on this digital platform. Methodologically, this research has a qualitative and exploratory approach following content analysis techniques. On the other hand, semi-structured interviews with brand promoters and advertising experts allowed us to identify the most effective strategies used by both brands and help us better understand the topic studied. The results show the strategic use of rhetorical figures that both brands used to persuade the public, highlighting significant differences in the creative and emotional focus of the campaigns. This allows us to conclude that the theoretical bases developed in this research can be used for future research in the field of communication and advertising, contributing to the development of more effective advertising strategies within the automotive sector on social networks.