Estudio de la retórica publicitaria de KFC y McDonald´s en Ecuador caso red social Instagram

Abstract

Abstract: The purpose of this study is to examine the advertising rhetoric used by the KFC and McDonald's chains in their communication strategy on the social network Instagram in Ecuador. The visual and textual rhetorical means used in the publications of both brands are analyzed, in addition to their influence on user interaction and participation. The research is based on a combined approach that merges the study of the content of the publications, the study of user interactions, and interviews with digital marketing specialists. The study examines all fixed publications from May and June 2024. The findings show important variations in the use of rhetorical resources by both brands, in addition to their ability to create interaction with users. The implications of these findings for understanding advertising rhetoric in the context of social networks are discussed and future research strategies are suggested.