Materialization of the socio-cultural imaginary:: a semiotic-discoursive analysis of two corona beer advertisements on Facebook

A semiotic-discursive analysis of images, will allow to identify which are the values, emotions and behaviors that are represented in advertisement, and thus it is possible to argue about the sociocultural imaginary that the company is trying to institute in relationship to its product or service. Taking into account three advertisements, it can be argued that the company AB-InBev relates its Corona brand with the emotion of joy, the human value of hedonism and the behavior of fun.