The study draws on theoretical frameworks from marketing, communication, and visual studies. The concept of brand identity (Aaker, 1996) and the role of emotions in advertising (Hicks, 2015) provide a foundation for understanding the strategic use of caricatures in Honda's advertising. Additionally, the visual grammar framework (Kress & van Leeuwen, 2006) informs the analysis of the visual elements and their meaning-making potential.
It is important to clarify that is not a standard word in the Spanish language. It does not appear in official dictionaries such as the Real Academia Española (RAE) . caricachonda
The analysis reveals that caricatures play a significant role in Honda's advertising campaigns, serving as a visual shorthand to convey complex information and create an emotional connection with the target audience. The caricatures used in Honda's ads often feature exaggerated facial expressions, simplified forms, and vivid colors, making them instantly recognizable and memorable. The study identifies three key functions of caricatures in Honda's advertising: The study draws on theoretical frameworks from marketing,
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