Abstract

GOMEZ-LORENZINI, Paulina; VERGARA, Enrique; PORATH, William  and  LABARCA, Claudia. 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 1990s. Palabra Clave [online]. 2016, vol.19, n.1, pp.304-331. ISSN 0122-8285.  https://doi.org/10.5294/pacla.2016.19.1.12.

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.

Keywords : Advertising; cultural change; Chile.

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