Guerrilla Marketing: A Study of Coronita Save the Beach Advertising Campaign

  • Alejandra Angosto Bas Universidad Complutense de Madrid
DOI: https://doi.org/10.5209/rev_PEPU.2015.v9.52311
Keywords: guerrilla advertising, conceptual art, mass media saturation.

Abstract

In this article, a deep reflection on the connection between guerrilla advertising and conceptual art is being presented, referring in particular to the advertising campaign Coronita Save the Beach. These ad technics appeared as a solution to the mass media saturation and are based on conceptual conformations. This campaign has been analised under this point of view, establishing an association between conceptual art and advertising.

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Published
2016-04-11
How to Cite
Angosto Bas A. (2016). Guerrilla Marketing: A Study of Coronita Save the Beach Advertising Campaign. Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias, 9, 29-45. https://doi.org/10.5209/rev_PEPU.2015.v9.52311
Issue
Vol. 9 (2015)
Section
Articles

License

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