Consumir la diferencia: Mitologías del wokevertising en el retailer chileno Corona

This study examines the case of the Chilean retailer Corona,a department store with a relatively small market share that primarily targets lower-income consumers. In recent years, the brand has aligned itself with the social trend known as “wokism”—the acknowledgment of socio-cultural issues traditionally associated with various forms of discrimination. Drawing on Barthes’ concept of semiological mythology and Danesi’s notion of advertising fetishism, the research offers a description of the brand’s advertising strategy based on an analysis of its social media campaigns. The findings suggest that Corona constitutes a case of woke-advertising, as its strategy relies on deploying diversity (sexual, racial, physical, etc.) as an appeal or invitation to consumption.