1. Chilean Advertising in a Process of Economic Growth: Formal Aspects, Textual Appeals and Attributed to the Characters in Retail Graphic Advertising Papers in the Late 1990
- Author
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Paulina Gómez-Lorenzini, William Porath, Claudia Labarca, and Enrique Vergara
- Subjects
lcsh:Journalism. The periodical press, etc ,Communication ,Communication. Mass media ,Publicidad ,lcsh:PN4699-5650 ,Exploratory analysis ,P87-96 ,lcsh:P87-96 ,Journalism. The periodical press, etc ,PN4699-5650 ,lcsh:Communication. Mass media ,Style (sociolinguistics) ,Cambio Cultural ,Qualitative analysis ,Geography ,Cambio cultural ,Chile ,Cartography ,Humanities ,Individuation - Abstract
28 páginas En el marco de una investigación mayor, que busca vincular el cambio cultural en Chile en los últimos 40 años con la evolución de la publicidad del retail, se analiza exploratoriamente una muestra de piezas gráficas de 1997. El objetivo es caracterizar la publicidad de la época mediante una descripción cuantitativa de los personajes presentes en los avisos y de un análisis cualitativo de los mensajes lingüísticos y de casos desviados. Aunque Chile vivía entonces importantes cambios económicos y socioculturales, que promovieron un desarrollo explosivo del consumo, la publicidad analizada presenta un estilo simple y denotativo, donde predominan los textos y la promoción de ofertas asociada a precios bajos y variedad de productos. La minoritaria representación de personajes tiende a mostrarlos en actitudes pasivas, en especial a las mujeres. No obstante, se visualiza, asimismo, una tendencia emergente hacia la individuación del sujeto femenino. As part of a larger investigation, which seeks to link the cultural change in Chile in the last 40 years with the evolution of retail advertising; in which an exploratory analysis of a sample of graphic pieces from 1997 took place. The aim is to characterize the advertising time using a quantitative description of the characters present in the advertisements and a qualitative analysis of linguistic messages and deviant cases. Although Chile was living important economic and socio-cultural changes, which promoted an explosive development of consumption, the advertising analyzed presents a simple and denotative style, where texts and associated promotion offers low prices and a variety of predominate products. Minority representation of characters tends to display passive attitudes, especially women. However, it also displays an emerging trend toward individuation of the female subject.
- Published
- 2016