Resumen

QUICENO-CASTANEDA, Beatriz Eugenia  y  ARANGO-LOPERA, Carlos Andrés. Cultural Values in Foreign Publicity: Between Communicative Intention and the Appropriation of the Message. anagramas rumbos sentidos comun. [online]. 2012, vol.11, n.21, pp.95-107. ISSN 1692-2522.

This article looks for relations between foreign publicity and consumption, from an analysis which combines qualitative and quantitative techniques. It goes from assuming that if it is true that publicity influences culture, it is necessary to make more direct approaches to the publicity phenomenon possible, in order to find how this interaction is produced, in special cases. In order to search in the publicity-culture relationship, this article shows a double delimitation: before the large variety of forms, strategies, and advertising tactics which may be investigated, this article focuses on the foreign publicity placed on a specific place in Medellin city, which allows concentrating the observation on a determined environment with concrete socio economic characteristics. Likewise, from all cultural phenomena to be analyzed, the secondary values have been selected in order to recognize how publicity rhetoric retakes topics admitted as valid by a social group and uses them to convert them in argumentative articles of their publicity messages. This project focuses on the way how publicity messages question or not question the group of beliefs about the works and the man himself which fall on cultural values which integrate the social world of citizens.

Palabras clave : Advertising; secondary cultural values; culture; youth; consumer categories.

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