From the Propaganda Advertising Discourse of Herbalife and Scientology to the Construction of a Commercial Cult in Bogotá

Abstract

In this research it is presented as the brands: Herbalife and Scientology through the construction and dissemination of their communication, they have a structural closeness to the term religion, which facilitated the entrance to the Bogota market, city in which the study is carried out branded. Through ethnographic immersion it was possible to observe that the Scientology brand is a religion, as it calls itself, however, it is argued that the Herbalife brand, due to its structural proximity to Scientology, also responds to the term of religion. It is argued how the propaganda advertising discourse associated with several elements of the brand anatomy, allows to consolidate a strong brand structure and thanks to this one can strengthen a loyal and loyal relationship by its users. In this qualitative research, ethnography was used as the main tool, thanks to this was carried out: a process of immersion, semi-structured interviews and field diaries. For the analysis of the information, the Branding is taken into account, with which a comparative analysis is constructed, based on the twenty-seven elements that make up the brand anatomy, the three most relevant in the development of the research are chosen, as they are personality, advertising and customer service. Finally, some conclusions about the commercial structural proximity of Herbalife are presented, with the religious structure of Scientology, making these: cult marks, where communication and the channels of speech emission play a fundamental role for its development and strengthening.