Search

Argentina offers a wide variety of types and brands of soft drinks and favored waters, with substantial differences among the participating actors, resulting from the existence of an upper and a lower circuit of the urban economy. Publicity is an essential factor in this sector, especially in the case of global brands, though it has also become important for less powerful actors. Te article carries out a reflection on the role of consumption, publicity, and the discourses of the period in the urban economy circuits of the drinks sector, and provides some examples from Buenos Aires and Mar del Plata.

En Argentina existe una variada y amplia diversidad de tipos y marcas de bebidas gaseosas y aguas saborizadas, con diferencias sustanciales entre actores participantes, resultado de la existencia de un circuito superior e inferior de la economía urbana. La publicidad es un componente central de ese producto, en especial para las marcas globales, aunque ha llegado también a los actores menos poderosos. El trabajo pretende reflexionar sobre el papel del consumo, la publicidad y los discursos del periodo en los circuitos de la economía urbana de esas bebidas, presentando algunos ejemplos en Buenos Aires y Mar del Plata.

Argentina offers a wide variety of types and brands of soft drinks and flavored waters, with substantial differences among the participating actors, resulting from the existence of an upper and a lower circuit of the urban economy. Publicity is an essential factor in this sector, especially in the case of global brands, though it has also become important for less powerful actors. The article carries out a reflection on the role of consumption, publicity, and the discourses of the period in the urban economy circuits of the drinks sector, and provides some examples from Buenos Aires and Mar del Plata. [ABSTRACT FROM AUTHOR]