THE PREVALENCE OF MYTH ON ICONOGRAPHIC ADVERTISING. EXPLORING THE CASE OF THE CHILEAN RETAIL
This article explores the relationship between artistic mythological representations and its influence in Chilean retail advertising. The study is based on 747 printed ads, published in the mainstream media —newspapers and magazines— in 2013, and aims to establish the link between these ads and myth...
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| स्वरूप: | Online |
| भाषा: | spa |
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Universidad Diego Portales
2017
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| ऑनलाइन पहुंच: | https://www.revista180.udp.cl/index.php/revista180/article/view/404 |
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oai:ojs.revista180.cl:article-4042017-12-22T13:31:42Z THE PREVALENCE OF MYTH ON ICONOGRAPHIC ADVERTISING. EXPLORING THE CASE OF THE CHILEAN RETAIL LA PREVALENCIA DEL MITO EN LA ICONOGRAFÍA PUBLICITARIA UNA APROXIMACIÓN AL CASO DEL RETAIL EN CHILE Vergara, Enrique Porath, William Labarca, Claudia Gómez-Lorenzini, Paulina advertising; art; iconography; mythology arte; iconografía; mitología; publicidad This article explores the relationship between artistic mythological representations and its influence in Chilean retail advertising. The study is based on 747 printed ads, published in the mainstream media —newspapers and magazines— in 2013, and aims to establish the link between these ads and mythological representation. Of the total ofpieces analyzed, four were selected, which clearly reveal thecompositional and symbolic similarities between the advertisinggraphic of retail and classical mythology. Este artículo explora la relación entre las representaciones mitológicas del arte y su influencia en las propuestas gráficas de la publicidad del retail en Chile. A partir del análisis de un corpus de 747 piezas publicitarias, publicadas en los principales diarios y revistas del país durante el año 2013, se busca establecer la vinculación entre estas propuestas y las representaciones mitológicas. Del total de piezas analizadas, se seleccionaron cuatro que dan cuenta claramente de las semejanzas compositivas y simbólicas entre la gráfica publicitaria del retail y diferentes manifestaciones de la mitología clásica. Universidad Diego Portales Fondecyt Regular N°1140990 2017-08-21 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf https://www.revista180.udp.cl/index.php/revista180/article/view/404 10.32995/rev180.Num-39.(2017).art-404 Revista 180; Núm. 39 (2017) Revista 180; Núm. 39 (2017) 0718-669X 0718-2309 spa https://www.revista180.udp.cl/index.php/revista180/article/view/404/320 Copyright (c) 2017 Revista 180 https://creativecommons.org/licenses/by/4.0 |
| institution |
Universidad Diego Portales |
| collection |
OJS |
| language |
spa |
| format |
Online |
| author |
Vergara, Enrique Porath, William Labarca, Claudia Gómez-Lorenzini, Paulina |
| spellingShingle |
Vergara, Enrique Porath, William Labarca, Claudia Gómez-Lorenzini, Paulina THE PREVALENCE OF MYTH ON ICONOGRAPHIC ADVERTISING. EXPLORING THE CASE OF THE CHILEAN RETAIL |
| author_facet |
Vergara, Enrique Porath, William Labarca, Claudia Gómez-Lorenzini, Paulina |
| author_sort |
Vergara, Enrique |
| title |
THE PREVALENCE OF MYTH ON ICONOGRAPHIC ADVERTISING. EXPLORING THE CASE OF THE CHILEAN RETAIL |
| title_short |
THE PREVALENCE OF MYTH ON ICONOGRAPHIC ADVERTISING. EXPLORING THE CASE OF THE CHILEAN RETAIL |
| title_full |
THE PREVALENCE OF MYTH ON ICONOGRAPHIC ADVERTISING. EXPLORING THE CASE OF THE CHILEAN RETAIL |
| title_fullStr |
THE PREVALENCE OF MYTH ON ICONOGRAPHIC ADVERTISING. EXPLORING THE CASE OF THE CHILEAN RETAIL |
| title_full_unstemmed |
THE PREVALENCE OF MYTH ON ICONOGRAPHIC ADVERTISING. EXPLORING THE CASE OF THE CHILEAN RETAIL |
| title_sort |
prevalence of myth on iconographic advertising. exploring the case of the chilean retail |
| description |
This article explores the relationship between artistic mythological representations and its influence in Chilean retail advertising. The study is based on 747 printed ads, published in the mainstream media —newspapers and magazines— in 2013, and aims to establish the link between these ads and mythological representation. Of the total ofpieces analyzed, four were selected, which clearly reveal thecompositional and symbolic similarities between the advertisinggraphic of retail and classical mythology. |
| publisher |
Universidad Diego Portales |
| publishDate |
2017 |
| url |
https://www.revista180.udp.cl/index.php/revista180/article/view/404 |
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