Using metaphors is widely known in the promotion industry, one clear example of the use of those is found in the country, with the government strategy to promote tourism “Colombia es Pasion” which has being the brand of the country to foreign and locals. The use of the metaphor is clear, they were looking for something that portrayed the Colombian spirit and characteristics, after a search the creators found “the passion is the force that move us everyday, is the source were our extraordinary tenacity arise, without a doubt passion is the best raw material of our citizens”(1)
We can see a video(2) of how this brand uses metaphors to show the wide characteristics of the country and in that order of ideas promote tourism of nationals and foreigners in it.
After we saw a clear example, we can get to the main task of the week, which was the creation of a metaphor to promote something that was clearly Colombian and unknown by foreigners. I have decided to use the “parrandas vallenatas” a clearly folkloric tradition that is evolving nowadays (not saying that I’m a fan of them) and which is really common in our country but almost unknown by people from outside it. The metaphor used to describe it could be joy. A short word that tries to describe an emotion so complex that might not fit even in a thousand words. Some of the tactics could be promoting them side by side with the example above of “Colombia is Passion” since it is really close to the customs and characteristics of the Colombian culture. Another strategy can be promoting festivals of Vallenato in other cultures, like in the states or Europe. Also it can be explained how this traditional musical activity bring so much joy to the people that listen to them, it could be hard in the beginning because foreigners are not used to this tropical sounds, but it’s matter of creating the idea in their minds, so they can relate joy to “Parrandas Vallenatas” also is a great cultural exporting tool.
References:
1. Colombia is Passion. “¿Porque Colombia es Pasion?” retrieved from: http://www.colombiaespasion.com/es/colombia-es-pasion/ipor-que-colombia-es-pasion
2. Colombia is Passion (2009) “A Colombian’s Heart” Available at: http://www.youtube.com/watch?v=r2FncG2Dkrs
I think the way the vallenatos are to be promoted in other countries are a great idea specially in countries where this type of music is completely unfamiliar, however its good how is beign related to joy because it gives Colombia another image in the foreign market, letting foreigners know that no matter the circumstances we are indeed a beautiful country full of joy. Its a great way to show a positive perspective of Colombia through our music.
ReplyDeletePablo, Your video selection fits properly the topic we were covering. I like a lot your blog, I am sure you can let us know more things about your own opinions. Good Job
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