Between Emotion and Belonging: Audiovisual Narrative Analysis and Identity Construction in Inca Kola’s “Celebra Nuestras Diferencias”

Abstract

This study addresses the limited empirical evidence on how audiovisual advertising narratives construct immersive experiences linked to cultural identity in Latin American digital contexts. Although the literature has highlighted the role of emotional storytelling in brand building, there remains a gap in understanding how audiovisual resources are integrated to generate identification and a sense of belonging. The objective was to analyze how the audiovisual narrative of the commercial “Celebra nuestras diferencias” contributes to the construction of an immersive experience aimed at conveying values of diversity and cultural belonging in digital environments. A qualitative approach was adopted using a case study design, employing an audiovisual observation sheet and a focus group with communication students. The analysis identified 137 in vivo codes, organized around dimensions related to audiovisual narrative and immersive experience. The results show that immersive experience does not depend on isolated elements, but rather on the coherent articulation of music, everyday settings, diverse characters, and a culturally meaningful color palette, which generates authenticity, emotion, and symbolic identification. Finally, it is concluded that audiovisual digital advertising not only fulfills a persuasive function but also acts as a space of cultural mediation where shared meanings are constructed and a sense of belonging is strengthened.