{"id":103441,"date":"2016-02-23T08:01:41","date_gmt":"2016-02-23T13:01:41","guid":{"rendered":"http:\/\/zachary-jones.com\/zambombazo\/?p=103441"},"modified":"2026-03-26T22:43:48","modified_gmt":"2026-03-27T02:43:48","slug":"espacio-publicitario-mibanco-cholo-soy","status":"publish","type":"post","link":"https:\/\/zachary-jones.com\/zambombazo\/espacio-publicitario-mibanco-cholo-soy\/","title":{"rendered":"Espacio Publicitario: Mibanco: Cholo soy"},"content":{"rendered":"\n<div data-fullscreen=\"disabled\" data-mode=\"normal\" data-oembed=\"1\" data-provider=\"vimeo\" data-reset-after-played id=\"arve-vimeo-152303762\" style=\"max-width:1100px;\" class=\"arve\">\n\t<div class=\"arve-inner\">\n\t\t<div style=\"aspect-ratio:500\/281\" class=\"arve-embed arve-embed--has-aspect-ratio\">\n\t\t\t<div class=\"arve-ar\" style=\"padding-top:56.200000%\"><\/div>\n\t\t\t<iframe allow=\"accelerometer &apos;none&apos;;autoplay &apos;none&apos;;bluetooth &apos;none&apos;;browsing-topics &apos;none&apos;;camera &apos;none&apos;;clipboard-read &apos;none&apos;;clipboard-write;display-capture &apos;none&apos;;encrypted-media &apos;none&apos;;gamepad &apos;none&apos;;geolocation &apos;none&apos;;gyroscope &apos;none&apos;;hid &apos;none&apos;;identity-credentials-get &apos;none&apos;;idle-detection &apos;none&apos;;keyboard-map &apos;none&apos;;local-fonts;magnetometer &apos;none&apos;;microphone &apos;none&apos;;midi &apos;none&apos;;otp-credentials &apos;none&apos;;payment &apos;none&apos;;picture-in-picture;publickey-credentials-create &apos;none&apos;;publickey-credentials-get &apos;none&apos;;screen-wake-lock &apos;none&apos;;serial &apos;none&apos;;summarizer &apos;none&apos;;sync-xhr;usb &apos;none&apos;;web-share;window-management &apos;none&apos;;xr-spatial-tracking &apos;none&apos;;\" allowfullscreen=\"\" class=\"arve-iframe fitvidsignore\" credentialless data-arve=\"arve-vimeo-152303762\" data-lenis-prevent=\"\" data-src-no-ap=\"https:\/\/player.vimeo.com\/video\/152303762?dnt=1&amp;app_id=122963&amp;transparent=0&amp;title=1&amp;byline=0&amp;portrait=0&amp;autoplay=0\" frameborder=\"0\" height=\"618.2\" loading=\"lazy\" name=\"\" referrerpolicy=\"strict-origin-when-cross-origin\" sandbox=\"allow-scripts allow-same-origin allow-presentation allow-popups allow-popups-to-escape-sandbox allow-forms\" scrolling=\"no\" src=\"https:\/\/player.vimeo.com\/video\/152303762?dnt=1&#038;app_id=122963&#038;transparent=0&#038;title=1&#038;byline=0&#038;portrait=0&#038;autoplay=0\" title=\"Cholo Soy - Mibanco\" width=\"1100\"><\/iframe>\n\t\t\t\n\t\t<\/div>\n\t\t\n\t<\/div>\n\t\n\t\n\t<script type=\"application\/ld+json\">{\"@context\":\"http:\\\/\\\/schema.org\\\/\",\"@id\":\"https:\\\/\\\/zachary-jones.com\\\/zambombazo\\\/espacio-publicitario-mibanco-cholo-soy\\\/#arve-vimeo-152303762\",\"type\":\"VideoObject\",\"embedURL\":\"https:\\\/\\\/player.vimeo.com\\\/video\\\/152303762?dnt=1&app_id=122963&transparent=0&title=1&byline=0&portrait=0&autoplay=0\",\"name\":\"Cholo Soy - Mibanco\",\"thumbnailUrl\":\"https:\\\/\\\/i.vimeocdn.com\\\/video\\\/552338661-80e1dad1e243c56b2ccc02298857fe64013bb34ffa3238b9437938f2632ca8ce-d_295x166?region=us\",\"uploadDate\":\"2016-01-19T11:45:08+00:00\",\"author\":\"DEL MATE PRODUCCIONES\",\"duration\":\"PT3M12S\",\"description\":\"FICHA TECNICA\\n\\u201cCholo Soy\\u201d\\nAnunciante: Mibanco\\nAgencia: FCB Mayo \\nPa\\u00eds: Per\\u00fa\\nMedios: TV y Digital\\nCEO \\\/ CCO: Humberto Polar\\nDirector Creativo Ejecutivo: Flavio Pantigoso\\nDirector Creativo: V\\u00edctor V\\u00e9lez\\nRedactor: Flavio Pantigoso\\nDirectores de Arte: Julio Oshiro, Alejandro Bottas\\nDirectora General de Cuentas: Sandra Zarak\\nDirectora de Cuentas: Jackie Oneto\\nSupervisor de Cuentas: Fernando Alvarez\\nEjecutivo de Cuentas: Luis Romero\\nDirector de Producci\\u00f3n: Alonso Palomino\\nSupervisor de Producci\\u00f3n: Sebasti\\u00e1n Salinas\\nRealizaci\\u00f3n: Esp\\u00edritu\\nDirector: Jorge Carmona\\nDirector de Fotograf\\u00eda: Andr\\u00e9s Mazzon\\nPrimer Asistente de Direcci\\u00f3n: Nelson Aguilar\\nAsistente de Direcci\\u00f3n: Sergio Di Negro\\nProductora Ejecutiva: Paola Paz, Lorena Goyenechea\\nCoordinadora de Producci\\u00f3n: Carmen Tejada\\nDirecci\\u00f3n de Arte: Frida\\nDirectora de Arte: Marissa N\\u00fa\\u00f1ez\\nAsistente de Direcci\\u00f3n de Arte: Chiara Rizo Patr\\u00f3n\\nFoquista: C\\u00e9sar Vallejos\\nAsistente de C\\u00e1mara: H\\u00e9ctor Peralta\\nProductor T\\u00e9cnico: Edmundo Febres\\nSonido Directo: Mario Rivas\\nEditor: Jorge Sabana\\nProducci\\u00f3n de Campo: Del Mate Producciones\\nProductores de Campo: Rafael Acu\\u00f1a, Luis Chamorro, Roberto Larrea\\nPost Producci\\u00f3n: Lunatic\\nPost Productor: Armando Sip\\u00e1n\\nAudio: La Sonora\\nM\\u00fasica: Gonzalo Polar, Alex Arellano\\nCantante: Rub\\u00ed Palomino \\nAprobaci\\u00f3n Cliente: Laura Villanueva, Renzo Dimarini\"}<\/script>\n\t\n<\/div>\n<p><a href=\"https:\/\/zachary-jones.com\/zambombazo\/tag\/espacio-publicitario\/\"><em>Espacio Publicitario<\/em><\/a>, una actividad en la que vemos anuncios con el objetivo de desarrollar nuestras competencias ling\u00fc\u00edsticas y medi\u00e1ticas. <\/p>\n<p>Temas: El t\u00e9rmino &#8220;cholo&#8221;, la identidad nacional y la inclusi\u00f3n; El uso de canciones populares en la publicidad; Las diferencias entre la nueva versi\u00f3n y la original<\/p>\n<hr \/><p><em><a href=\"https:\/\/zachary-jones.com\/zambombazo\/wp-login.php?action=register\"><strong>Become a member<\/strong><\/a> of Zambombazo today to gain access to this member-exclusive teaching activity plus thousands of other Spanish classroom activities on a wide variety of topics!<\/p><p>Already a member? <a href=\"https:\/\/zachary-jones.com\/zambombazo\/login\/\"><strong>Log in<\/strong><\/a> to access this activity.<\/em><\/p><hr \/>\n\n<p>Despu\u00e9s de ver este reciente anuncio de Mibanco, le pedimos a nuestro amigo Jos\u00e9 Luis Mercado, historiador del rock y creador del sitio <a href=\"http:\/\/rockenlasamericas.blogspot.com\/\"><em>Rock en las Am\u00e9ricas<\/em><\/a>, que nos ayudara a hacer un an\u00e1lisis del anuncio, con el deseo de entenderlo, contextualizarlo e identificar el objetivo de los respectivos autores.<\/p>\n<h4>Entrevista a Jos\u00e9 Luis Mercado sobre &#8220;Cholo soy&#8221;<\/h4>\n<p><em>\u00bfQu\u00e9 piensas del nuevo anuncio de &#8220;Cholo soy&#8221; de Mibanco?<\/em><\/p>\n<ul>\nEs un comercial dirigido a un p\u00fablico urbano con caracter\u00edsticas determinadas. Han distorsionado la canci\u00f3n original &#8220;Cholo soy&#8221; de Luis Abanto Morales para vender un producto, que es el de un banco. Parece una versi\u00f3n capitalista de la original. &#8220;Cholo soy&#8221;, el tema original, es una canci\u00f3n muy emblem\u00e1tica.\n<\/ul>\n<h6>Luis Abanto Morales &#8211; Cholo soy<\/h6>\n<div class=\"video-container\">\n<div data-fullscreen=\"disabled\" data-mode=\"normal\" data-oembed=\"1\" data-provider=\"youtube\" data-reset-after-played id=\"arve-youtube-stxdmz-l4i0\" style=\"max-width:1100px;\" class=\"arve\">\n<div class=\"arve-inner\">\n<div style=\"aspect-ratio:500\/281\" class=\"arve-embed arve-embed--has-aspect-ratio\">\n<div class=\"arve-ar\" style=\"padding-top:56.200000%\"><\/div>\n<p>\t\t\t<iframe allow=\"accelerometer &apos;none&apos;;autoplay &apos;none&apos;;bluetooth &apos;none&apos;;browsing-topics &apos;none&apos;;camera &apos;none&apos;;clipboard-read &apos;none&apos;;clipboard-write;display-capture &apos;none&apos;;encrypted-media &apos;none&apos;;gamepad &apos;none&apos;;geolocation &apos;none&apos;;gyroscope &apos;none&apos;;hid &apos;none&apos;;identity-credentials-get &apos;none&apos;;idle-detection &apos;none&apos;;keyboard-map &apos;none&apos;;local-fonts;magnetometer &apos;none&apos;;microphone &apos;none&apos;;midi &apos;none&apos;;otp-credentials &apos;none&apos;;payment &apos;none&apos;;picture-in-picture;publickey-credentials-create &apos;none&apos;;publickey-credentials-get &apos;none&apos;;screen-wake-lock &apos;none&apos;;serial &apos;none&apos;;summarizer &apos;none&apos;;sync-xhr;usb &apos;none&apos;;web-share;window-management &apos;none&apos;;xr-spatial-tracking &apos;none&apos;;\" allowfullscreen=\"\" class=\"arve-iframe fitvidsignore\" credentialless data-arve=\"arve-youtube-stxdmz-l4i0\" data-lenis-prevent=\"\" data-src-no-ap=\"https:\/\/www.youtube-nocookie.com\/embed\/sTXDmz-l4I0?feature=oembed&#038;wmode=opaque&amp;iv_load_policy=3&amp;modestbranding=1&amp;rel=0&amp;autohide=1&amp;playsinline=0&amp;autoplay=0&amp;enablejsapi=1\" frameborder=\"0\" height=\"618.2\" loading=\"lazy\" name=\"\" referrerpolicy=\"strict-origin-when-cross-origin\" sandbox=\"allow-scripts allow-same-origin allow-presentation allow-popups allow-popups-to-escape-sandbox\" scrolling=\"no\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/sTXDmz-l4I0?feature=oembed&#038;wmode=opaque&#038;iv_load_policy=3&#038;modestbranding=1&#038;rel=0&#038;autohide=1&#038;playsinline=0&#038;autoplay=0&#038;enablejsapi=1\" title=\"&quot;Cholo Soy y No Me Compadezcas&quot; -vals- (Luis A. Morales)\" width=\"1100\"><\/iframe><\/p><\/div>\n<\/p><\/div>\n<p>\t<script type=\"application\/ld+json\">{\"@context\":\"http:\\\/\\\/schema.org\\\/\",\"@id\":\"https:\\\/\\\/zachary-jones.com\\\/zambombazo\\\/espacio-publicitario-mibanco-cholo-soy\\\/#arve-youtube-stxdmz-l4i0\",\"type\":\"VideoObject\",\"embedURL\":\"https:\\\/\\\/www.youtube-nocookie.com\\\/embed\\\/sTXDmz-l4I0?feature=oembed&wmode=opaque&iv_load_policy=3&modestbranding=1&rel=0&autohide=1&playsinline=0&autoplay=0&enablejsapi=1\",\"name\":\"\\\"Cholo Soy y No Me Compadezcas\\\" -vals- (Luis A. Morales)\",\"thumbnailUrl\":\"https:\\\/\\\/i.ytimg.com\\\/vi\\\/sTXDmz-l4I0\\\/hqdefault.jpg\",\"uploadDate\":\"2026-05-12T17:45:25-04:00\",\"author\":\"LastingDream\",\"description\":\"Espacio Publicitario, una actividad en la que vemos anuncios con el objetivo de desarrollar nuestras competencias ling\\u00fc\\u00edsticas y medi\\u00e1ticas. Temas: El t\\u00e9rmino \\\"cholo\\\", la identidad nacional y la inclusi\\u00f3n; El uso de canciones populares en la publicidad; Las diferencias entre la nueva versi\\u00f3n y la or\"}<\/script><\/p>\n<\/div>\n<\/div>\n<p><em>\u00bfCrees que esta versi\u00f3n suaviza el mensaje de la original? Para ti, \u00bfen qu\u00e9 se diferencia el mensaje de esta nueva versi\u00f3n de la canci\u00f3n original?<\/em><\/p>\n<ul>\nDefinitivamente es una versi\u00f3n m\u00e1s suave. Es para un producto comercial, entonces tiene que perder su lado m\u00e1s agresivo.<\/p>\n<p>Si prestas atenci\u00f3n a la letra, el discurso es muy distinto. La versi\u00f3n original es una canci\u00f3n que trataba de reivindicar al pueblo ind\u00edgena peruano confrontando el tema hist\u00f3rico y social a partir de la llegada de los espa\u00f1oles a nuestros d\u00edas. La canci\u00f3n que han hecho con Mibanco es m\u00e1s bien una invitaci\u00f3n a sentirte cholo por querer progresar econ\u00f3micamente en el mundo urbano, un lugar de condiciones agrestes para la gente ind\u00edgena en cierto contexto.<\/p>\n<p>Es como si &#8220;Fight The Power&#8221; de Public Enemy se usara para un comercial del Bank of America para decirnos que todos somos el 99% y debemos sentirnos orgullosos de nuestro poder.<\/p>\n<p>Aunque por el video, parece tener un tono inclusivo donde se llama &#8220;cholo&#8221; a todo peruano, incluyendo gente de diferentes razas.\n<\/ul>\n<p><em>\u00bfA qui\u00e9nes se les aplica el t\u00e9rmino &#8220;cholo&#8221;, tanto en el pasado como hoy en d\u00eda? \u00bfPodr\u00eda este anuncio considerarse como una recontextualizaci\u00f3n del t\u00e9rmino?<\/em><\/p>\n<ul>\nCholo, <a href=\"http:\/\/dle.rae.es\/?id=8xj3EL8\">seg\u00fan la RAE<\/a>: <em>cholo, la<\/em>: 1. adj. Arg., Bol., C. Rica, Ec., Pan., Per\u00fa y R. Dom. Mestizo de sangre europea e ind\u00edgena. U. t. c. s. 2. adj. Ec., M\u00e9x., Pan. y Per\u00fa. Dicho de un indio: Que adopta los usos occidentales<\/p>\n<p>En Per\u00fa se ha usado hist\u00f3ricamente m\u00e1s la segunda acepci\u00f3n. Ahora se quiere reivindicar la caracter\u00edstica mestiza del t\u00e9rmino. Algunos indigenistas consideran que existe una apropiaci\u00f3n del t\u00e9rmino, pero a nivel del <em>mainstream<\/em>, el nuevo discurso parece haber calado popularmente.<\/p>\n<p>El anuncio tiene un lado positivo, en cuanto trata de revalidar el t\u00e9rmino &#8220;cholo&#8221;.\n<\/ul>\n<p><em>\u00bfC\u00f3mo conecta con los cambios socioculturales en Lima?<\/em><\/p>\n<ul>\nHoy en d\u00eda hay un discurso muy implantado en los medios de que todos los peruanos somos cholos. Este comercial es parte del nuevo discurso donde se trata de reivindicar el progreso del &#8220;nuevo peruano&#8221; como una forma de inclusi\u00f3n social, donde casi el 90% de Lima no tiene m\u00e1s de 3 generaciones sin alg\u00fan descendiente de alg\u00fan punto del pa\u00eds fuera de la capital.\n<\/ul>\n<p><em>El enfoque de Rock en las Am\u00e9ricas por supuesto es el rock. Entonces, \u00bfqu\u00e9 canci\u00f3n de rock nos recomiendas que hable tambi\u00e9n de este tema?<\/em><\/p>\n<ul>\nCuando era chico, esta canci\u00f3n la o\u00edamos los que o\u00edamos rock: &#8220;I am cholo&#8221;.\n<\/ul>\n<h6>Dmente Comun &#8211; I am cholo<\/h6>\n<div class=\"video-container\">\n<div data-fullscreen=\"disabled\" data-mode=\"normal\" data-oembed=\"1\" data-provider=\"youtube\" data-reset-after-played id=\"arve-youtube-wjb6m_6htly\" style=\"max-width:1100px;\" class=\"arve\">\n<div class=\"arve-inner\">\n<div style=\"aspect-ratio:4\/3\" class=\"arve-embed arve-embed--has-aspect-ratio\">\n<div class=\"arve-ar\" style=\"padding-top:75.000000%\"><\/div>\n<p>\t\t\t<iframe allow=\"accelerometer &apos;none&apos;;autoplay &apos;none&apos;;bluetooth &apos;none&apos;;browsing-topics &apos;none&apos;;camera &apos;none&apos;;clipboard-read &apos;none&apos;;clipboard-write;display-capture &apos;none&apos;;encrypted-media &apos;none&apos;;gamepad &apos;none&apos;;geolocation &apos;none&apos;;gyroscope &apos;none&apos;;hid &apos;none&apos;;identity-credentials-get &apos;none&apos;;idle-detection &apos;none&apos;;keyboard-map &apos;none&apos;;local-fonts;magnetometer &apos;none&apos;;microphone &apos;none&apos;;midi &apos;none&apos;;otp-credentials &apos;none&apos;;payment &apos;none&apos;;picture-in-picture;publickey-credentials-create &apos;none&apos;;publickey-credentials-get &apos;none&apos;;screen-wake-lock &apos;none&apos;;serial &apos;none&apos;;summarizer &apos;none&apos;;sync-xhr;usb &apos;none&apos;;web-share;window-management &apos;none&apos;;xr-spatial-tracking &apos;none&apos;;\" allowfullscreen=\"\" class=\"arve-iframe fitvidsignore\" credentialless data-arve=\"arve-youtube-wjb6m_6htly\" data-lenis-prevent=\"\" data-src-no-ap=\"https:\/\/www.youtube-nocookie.com\/embed\/WJB6m_6htlY?feature=oembed&#038;wmode=opaque&amp;iv_load_policy=3&amp;modestbranding=1&amp;rel=0&amp;autohide=1&amp;playsinline=0&amp;autoplay=0&amp;enablejsapi=1\" frameborder=\"0\" height=\"825\" loading=\"lazy\" name=\"\" referrerpolicy=\"strict-origin-when-cross-origin\" sandbox=\"allow-scripts allow-same-origin allow-presentation allow-popups allow-popups-to-escape-sandbox\" scrolling=\"no\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/WJB6m_6htlY?feature=oembed&#038;wmode=opaque&#038;iv_load_policy=3&#038;modestbranding=1&#038;rel=0&#038;autohide=1&#038;playsinline=0&#038;autoplay=0&#038;enablejsapi=1\" title=\"Dmente Comun - I am cholo (Video Oficial)\" width=\"1100\"><\/iframe><\/p><\/div>\n<\/p><\/div>\n<p>\t<script type=\"application\/ld+json\">{\"@context\":\"http:\\\/\\\/schema.org\\\/\",\"@id\":\"https:\\\/\\\/zachary-jones.com\\\/zambombazo\\\/espacio-publicitario-mibanco-cholo-soy\\\/#arve-youtube-wjb6m_6htly\",\"type\":\"VideoObject\",\"embedURL\":\"https:\\\/\\\/www.youtube-nocookie.com\\\/embed\\\/WJB6m_6htlY?feature=oembed&wmode=opaque&iv_load_policy=3&modestbranding=1&rel=0&autohide=1&playsinline=0&autoplay=0&enablejsapi=1\",\"name\":\"Dmente Comun - I am cholo (Video Oficial)\",\"thumbnailUrl\":\"https:\\\/\\\/i.ytimg.com\\\/vi\\\/WJB6m_6htlY\\\/hqdefault.jpg\",\"uploadDate\":\"2026-05-12T17:45:25-04:00\",\"author\":\"Dmente Comun\",\"description\":\"Espacio Publicitario, una actividad en la que vemos anuncios con el objetivo de desarrollar nuestras competencias ling\\u00fc\\u00edsticas y medi\\u00e1ticas. Temas: El t\\u00e9rmino \\\"cholo\\\", la identidad nacional y la inclusi\\u00f3n; El uso de canciones populares en la publicidad; Las diferencias entre la nueva versi\\u00f3n y la or\"}<\/script><\/p>\n<\/div>\n<\/div>\n<h5>Unidades did\u00e1cticas relacionadas<\/h5>\n<ul>\n<li><a href=\"https:\/\/zachary-jones.com\/zambombazo\/media-technology\/\">Los medios de comunicaci\u00f3n<\/a><\/li>\n<li><a href=\"https:\/\/zachary-jones.com\/zambombazo\/social-injustice-protests\/\">La injusticia social y las protestas<\/a><\/li>\n<li><a href=\"https:\/\/zachary-jones.com\/zambombazo\/social-class\/\">La clase social<\/a><\/li>\n<li><a href=\"https:\/\/zachary-jones.com\/zambombazo\/unity-global-citzenship\/\">La unidad<\/a><\/li>\n<li><a href=\"https:\/\/zachary-jones.com\/zambombazo\/humanidades-3-dinero-tecnologia\/\">Humanidades 3: Dinero \/ Tecnolog\u00eda<\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Entrevista a Jos\u00e9 Luis Mercado sobre &#8220;Cholo soy&#8221; de Mibanco, con un an\u00e1lisis del anuncio que busca contextualizarlo y compararlo con la versi\u00f3n original.<\/p>\n","protected":false},"author":4,"featured_media":103576,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"pmpro_default_level":"","footnotes":""},"categories":[4,62],"tags":[757,525,272,198,769,520,619,620,796,55,67,546,583,194],"class_list":["post-103441","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-musica","category-publicidad","tag-bancos","tag-clase-social","tag-entrevista","tag-espacio-publicitario","tag-identidades","tag-injusticia-social","tag-la-vida-rural","tag-la-vida-urbana","tag-orgullo","tag-peru","tag-rock","tag-tecnologia","tag-unidad","tag-vals","pmpro-has-access"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Espacio Publicitario: Mibanco: Cholo 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