Archivos suplementarios
Palabras clave
NOM-051
análisis multimodal
semiótica
Coca-Cola
Sabritas
mito publicitario
Cómo citar
Resumen
Este artículo analiza la forma en que la implementación de la NOM-051 en México transformó la publicidad de Coca-Cola y Sabritas. Mediante un análisis semiótico, multimodal y narrativo-interpretativo de 32 comerciales pre y post regulación, se identifica un cambio profundo en la eliminación del discurso sensorial (crunch, burbujeo, textura) y la emergencia de narrativas centradas en comunidad, identidad y convivencia. Se argumenta que la NOM-051 no solo afecta elementos estéticos, sino que reconfigura el régimen discursivo del ultraprocesado en México, desplazando el deseo corporal por un deseo social. El estudio aporta una mirada crítica a la publicidad regulada y su papel en la cultura visual mexicana
Citas
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Esta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial 4.0.
Derechos de autor 2026 Andrea Estupiñán Villanueva