Expansion and Consolidation of the Consumer Society in Chilean Retail Advertisements at the 90’s: A Visual Analysis Approach

• In Event: ICA Plenary Interactive Paper/Poster Session I
  In Interactive Paper Session: Visual Communication Studies Interactive Poster Session

Abstract

Globally, advertising and consumption symbols such as brands have become a symbolic phenomenon of cultural and social relevance. On the one hand, advertising is understood as an institution, which influences socialization processes and social cohesiveness. On the other, it is also and a carrier of social meaning. Thus, it both reflects and shape the culture in which is embedded. Based on this, and using a socio semiotic and a visual perspective, we have analyzed Chilean advertising in newspapers during the 90s, specifically 1997, in order to find out how advertising reflected/ shaped the sociocultural sphere of that time. Preliminary results showed three main prevailing discourses that are in tune with the socio economic changes present in the Chilean of the 90s: (1) Sales, Offers and Price Reductions; (2) Abundance, and (3) Payment Delay (“buy now, pay later”) that reflect, form, and expand the growing Chilean market-oriented culture.

Authors

• Paulina Gomez-Lorenzini, Pontificia U Católica de Chile

• Claudia Labarca, Pontificia Universidad Catolica de Chile

• Enrique Vergara, Pontificia Universidad Catolica de Chile

• Pablo Ignacio Matus Lobos, Pontificia Universidad Catolica de Chile

• William Porath, Pontificia U Católica de Chile