<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>0188-252X</journal-id>
<journal-title><![CDATA[Comunicación y sociedad]]></journal-title>
<abbrev-journal-title><![CDATA[Comun. soc]]></abbrev-journal-title>
<issn>0188-252X</issn>
<publisher>
<publisher-name><![CDATA[Universidad de Guadalajara, Departamento de Estudios de la Comunicación Social]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0188-252X2017000200203</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Cambios en la presentación de los personajes de la publicidad del retail en Chile en un contexto de modificaciones en la lógica de consumo asociadas a transformaciones socioculturales (1997-2013)]]></article-title>
<article-title xml:lang="en"><![CDATA[Change on representations within Chilean retail advertisement characters in the context of sociocultural changes and new consumption logic (1997-2013)]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Porath]]></surname>
<given-names><![CDATA[William]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Vergara]]></surname>
<given-names><![CDATA[Enrique]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Gómez-Lorenzini]]></surname>
<given-names><![CDATA[Paulina]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Labarca]]></surname>
<given-names><![CDATA[Claudia]]></given-names>
</name>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Pontificia Universidad Católica de Chile  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Chile</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>08</month>
<year>2017</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>08</month>
<year>2017</year>
</pub-date>
<numero>29</numero>
<fpage>203</fpage>
<lpage>225</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S0188-252X2017000200203&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S0188-252X2017000200203&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S0188-252X2017000200203&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen Se realizó un análisis de contenido cuantitativo de avisos del retail chileno publicados en 1997 y 2013, buscando asociar los cambios observados con la evolución sociocultural que ha experimentado el país. Los resultados dan cuenta de una participación más activa de los consumidores ante la oferta, donde la publicidad busca integrarlos -como personajes- y hacerlos parte activa del mensaje.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract 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.]]></p></abstract>
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<kwd lng="es"><![CDATA[Publicidad]]></kwd>
<kwd lng="es"><![CDATA[Chile]]></kwd>
<kwd lng="es"><![CDATA[cambio cultural]]></kwd>
<kwd lng="es"><![CDATA[análisis de contenido]]></kwd>
<kwd lng="es"><![CDATA[retail]]></kwd>
<kwd lng="en"><![CDATA[Advertisement]]></kwd>
<kwd lng="en"><![CDATA[Chile]]></kwd>
<kwd lng="en"><![CDATA[cultural change]]></kwd>
<kwd lng="en"><![CDATA[content analysis]]></kwd>
<kwd lng="en"><![CDATA[retail]]></kwd>
</kwd-group>
</article-meta>
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