Proceedings of the International Conference on Communication and Applied Technologies 2025 (ICOMTA 2025)

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The Visual Memory of Inca Kola: The Role of Advertising Photography in the Construction of Peruvian Identity

Authors
Héctor Reyes-Criado1, *
1Universidad Peruana de Ciencias Aplicadas, Lima, 15023, Perú
*Corresponding author. Email: u201813916@upc.edu.pe
Corresponding Author
Héctor Reyes-Criado
Available Online 22 October 2025.
DOI
10.2991/978-94-6463-868-4_12How to use a DOI?
Keywords
Advertising Photography; Documentary Heritage; Cultural Identity; Inca Kola
Abstract

This study analyzes the role of the documentary heritage of Inca Kola’s advertising photography in the construction of Peruvian cultural identity, based on the perceptions of photographers and advertisers who have worked directly with the brand. From a qualitative approach, the experiences of the participants are explored to understand how this brand has managed to position itself not only as a product, but also as a cultural symbol deeply rooted in the collective imagination of the country. Through semi-structured interviews, three main forms of conservation of advertising photographic material were identified: the company’s internal archives, social networks, and graphic and conceptual conservation. However, a shared concern was also evident: the lack of institutional support from the brand regarding the preservation of its visual archive, which has led to a management that can be considered rather communal or informal.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Communication and Applied Technologies 2025 (ICOMTA 2025)
Series
Atlantis Highlights in Social Sciences, Education and Humanities
Publication Date
22 October 2025
ISBN
978-94-6463-868-4
ISSN
2667-128X
DOI
10.2991/978-94-6463-868-4_12How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Héctor Reyes-Criado
PY  - 2025
DA  - 2025/10/22
TI  - The Visual Memory of Inca Kola: The Role of Advertising Photography in the Construction of Peruvian Identity
BT  - Proceedings of the International Conference on Communication and Applied Technologies 2025 (ICOMTA 2025)
PB  - Atlantis Press
SP  - 116
EP  - 128
SN  - 2667-128X
UR  - https://doi.org/10.2991/978-94-6463-868-4_12
DO  - 10.2991/978-94-6463-868-4_12
ID  - Reyes-Criado2025
ER  -