The evolution of an advertising mascot as a reflection of cultural change in Costa Rica: the case of El Verdugo (1983-2025)
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| Author: | |
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| Format: | artículo original |
| Status: | Versión publicada |
| Publication Date: | 2026 |
| Description: | This article examines the evolution of El Verdugo (1983-2025), the advertising mascot of the Costa Rican appliance chain of the same name, and explores how its transformations are connected to sociocultural changes in Costa Rica. The study draws on cultural studies, somatic marker theory, and the principles of advertising strategy, and is framed methodologically as a case study. In-depth interviews were conducted with experts associated with the brand, historical advertising materials were analyzed, and generational and brand asset studies were reviewed. The findings identify four stages in the mascot’s evolution: from its creation, linked to rural values and traditional masculinity, through a phase of infantilization and a later aggressive return, to its redesign as a contemporary superhero and its presence in both digital and physical settings (as a costumed character). The study concludes that the character’s capacity to adapt has been key to preserving its relevance and value as a brand asset, suggesting a relationship between cultural identity and the evolution of advertising representations in the Costa Rican context. |
| Country: | Portal de Revistas UNED |
| Institution: | Universidad Estatal a Distancia |
| Repositorio: | Portal de Revistas UNED |
| OAI Identifier: | oai:revistas.uned.ac.cr:article/6528 |
| Online Access: | https://revistas.uned.ac.cr/index.php/index/article/view/6528 |
| Keyword: | Antropología cultural Costa Rica Identidad cultural Mercadeo Publicidad Advertising Cultural anthropology Cultural identity Marketing Anthropologie culturelle Identité culturelle Publicité |