Supplementary Files
Keywords
NOM-051
multimodal analysis
semiotics
Coca-Cola
Sabritas
advertising myth
How to Cite
Abstract
This article examines how the implementation of NOM-051 in Mexico transformed the advertising strategies of Coca-Cola and Sabritas. Through a semiotic, multimodal, and narrative-interpretive analysis of 32 commercials produced before and after the regulation, the study identifies a profound shift marked by the removal of sensory discourse such as crunch, carbonation, and texture and the emergence of narratives centered on community, identity, and social bonding. It argues that NOM-051 not only alters aesthetic elements of advertising, but also reconfigures the discursive regime of ultra-processed foods in Mexico by displacing bodily desire with social desire. The study offers a critical perspective on regulated advertising and its role within Mexican visual culture.
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