“Unidimensional thought” in advertisement and the homogenization of territorial identity: a case of study of the Balearic Islands

Abstract

Using unidimensional thought approach, we study three different commercials of Estrella Damm Beer as an example of using the territory in the branding process of the Balearic Islands. The article analyzes the Mediterràniament ad campaign, shot in 2009 Formentera, 2010 Menorca and 2012 Mallorca, studying their content, technical aspects and their impact in the local press. The ads’ study allows addressing different dimensions of cultural globalization, linked to the generation of a single thought.

Keywords: cultural globalization, Balearic Islands, single thought, advertisement.