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Announcement RChD: Creación y Pensamiento Vol. 9, Nº 17| NOV 2024 | Open Topic. Deadline for full manuscript submission: July 31, 2024. 

Graph and consumption. An approach to Mall Parque Arauco advertising

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Vol. 3 No. 5 (2018): November
https://doi.org/10.5354/0719-837X.2018.50702

Abstract

This article examine the first advertising campaign of the Parque Arauco Shopping Mall, as part of a visual tool associated with a particular project of modernity during the eighties in Chile. The analysis is structured around the role that consumption acquires as a reference for build identities. Having as starting point and reference the advertising messages published in the press, we investigate from a qualitative perspective, in order to identify the main imaginaries associated with Parque Arauco Shopping Mall core brand. Among the main insights, we can point out that, through the graphic proposal of this mall the consumer's subjectivity were enhanced based on the concept of quality of life and consumption as a value itself.

Keywords:

advertising, aesthetics, Chile, consumption, graph, visuality

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How to Cite
Vergara Leyton, E., Garrido, C., Condeza, R., & Pino, B. (2018). Graph and consumption. An approach to Mall Parque Arauco advertising. RChD: Creación Y Pensamiento, 3(5). https://doi.org/10.5354/0719-837X.2018.50702
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RChD: creación y pensamiento
Facultad de Arquitectura y Urbanismo
Universidad de Chile
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