Identidades culturales y publicidad: Los usos de la cultura en la creatividad publicitaria en Chile
- Autores: Enrique Vergara Leyton
- Localización: Trípodos, ISSN-e 2340-5007, ISSN 1138-3305, Nº. 15, 2003, págs. 109-126
- Idioma: catalán
- Enlaces
- Dialnet Métricas: 4 Citas
-
Resumen
The main objective of this article is to determine the current relationship between advertising creativity and the cultural changes experienced in Chile during recent years. Therefore, it discusses cultural change from the clues of the advertising message. This is done from two perspectives. First, from considering the socio-cultural relevance of advertising, consumption, and globalisation in Chilean society. Secondly, from the most significant cultural changes which have occurred in Chile according to the United Nations Development Programme¿s (UNDP) report ¿Nosotros los chilenos: un desafío cultural¿ (We Chileans, a cultural challenge). How advertising relies on cultural change is analysed from the relationship between these two realms - one conceptual, the other empirical.
