April 21, 2009 #ChileDiverso #ChileGlobal

Vicente Valjalo: Towards an image of Chile by Chileans - Metaphorical Study

Regarding simplicity, he explained that "Chile is not a place of complications or sophistications and complex protocols are not appreciated". Regarding the dimension of geographic identity, the speaker expressed that "Chileans base their identity on natural references and express the need to have geographic landmarks".

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In reference to the clan, Valjalo graphed that the national clan is "totally bounded, contained and familiar" and added that "the clan begins in the cradle and ends in the cemetery", explaining at the same time that the implicit meaning is the concept of "immovability".

The last of the dimensions highlighted by Valjalo was the evident youth and immaturity that characterizes the country, arguing that Chile is still in a stage of emotional and economic development. "We are like an infantile country, not very constant and even imitative", he said, adding that the implicit meaning is "an inexperienced country". For the same reason, it is a country in transformation, which "is living a journey, a process, a trip, but in an insular and distant way". Finally, he explained that another key element is "control and connection. We experience these sensations through the land, attached to the traditions, almost huasos. The countryside symbolizes the cultural roots".

About Vicente Valjalo

He has been Director of Strategic Planning for the agency Porta-DMB&B Publicidad and Director of Strategic Planning for APL Lintas, where he was in charge of the Unilever account for Latin America.

He is also a member of APL's World Editorial Council, an internal Lintas organization in charge of designing and implementing the company's research policies worldwide. He has been scholar-in-residence at the Department of Marketing & Communication at Emerson College in Boston, where he taught Consumer Behavior and Global Advertising Management for undergraduate and graduate students.

In 2004, he assumed the position of research director for Adimark-GfK, the largest market research agency in Chile, becoming at the same time the academic director of the Master in Consumer Behavior at the Universidad Adolfo Ibáñez, a position he still holds today.

He has worked with clients such as Consalud, Disney Company Chile, Cheskin Chile, the Ministry of Education, Empresas Carozzi and EOL Consultores, among others. He is currently general manager of Millward Brown Chile.

Valjalo is a psychologist from Universidad Diego Portales and holds a Master of Science in Media and Communication from the London School of Economics and Political Science. He is also a member of the Master's program in Applied Communication at Universidad del Desarrollo.


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