To support our research, we conducted a quantitative content analysis using predetermined categories to classify characters in terms of their socio-demographic profile, as well as formal or informal aspects relating to their appearance, the activities they are engaged in, and the ad setting.
Our analysis therefore focuses on two separate periods during the last 20 years: 19.
This will shed light on the ways in which individuals have been represented in printed retail ads in Chile. Seen from this dual aspect of both “cultural product” and “cultural producer”, while recognizing the lack of academic research and systematic inquiry into advertising, particularly in terms of its cultural associations, this article aims to explore and identify patterns of change and continuity. This provides individuals and communities with a set of values and behavioral norms that stimulate a society’s development.
As both a reflection of culture and a factor that helps to shape it, advertising promotes an ideology of consumption.
Advertising is regarded as playing a pivotal role in modern culture to the extent that it constitutes a key element in shaping consumer society and consumer lifestyles.
