No. 39 (2017)
Articles

THE PREVALENCE OF MYTH ON ICONOGRAPHIC ADVERTISING. EXPLORING THE CASE OF THE CHILEAN RETAIL

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  • Enrique Vergara,
  • William Porath,
  • Claudia Labarca,
  • Paulina Gómez-Lorenzini
Enrique Vergara
Pontificia Universidad Católica de Chile
William Porath
Pontificia Universidad Católica de Chile
Claudia Labarca
Pontificia Universidad Católica de Chile
Paulina Gómez-Lorenzini
Pontificia Universidad Católica de Chile
DOI: https://doi.org/10.32995/rev180.Num-39.(2017).art-404

Published 2017-08-21

Keywords

  • advertising,
  • art,
  • iconography,
  • mythology

How to Cite

Vergara, E., Porath, W., Labarca, C., & Gómez-Lorenzini, P. (2017). THE PREVALENCE OF MYTH ON ICONOGRAPHIC ADVERTISING. EXPLORING THE CASE OF THE CHILEAN RETAIL. Revista 180, (39). https://doi.org/10.32995/rev180.Num-39.(2017).art-404
Copyright Notice

Abstract

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 of
pieces analyzed, four were selected, which clearly reveal the
compositional and symbolic similarities between the advertising
graphic of retail and classical mythology.

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