Resumen

PORATH, William; VERGARA, Enrique; GOMEZ-LORENZINI, Paulina  y  LABARCA, Claudia. Change on representations within Chilean retail advertisement characters in the context of sociocultural changes and new consumption logic (1997-2013). Comun. soc [online]. 2017, n.29, pp.203-225. ISSN 0188-252X.

This work reviews Chilean retail advertisement based on a content analysis of ads in printed media during 1997 and 2013, in order to link the observed changes with the sociocultural evolution of the country. The results show a more active participation from the consumers towards the supply, with advertisement trying to integrate them -as characters- and making them an active part of the message.

Palabras llave : Advertisement; Chile; cultural change; content analysis; retail.

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