Identidades culturales y publicidad. Los usos de la cultura en la credibilidad publicitaria en Chile

Abstract

The main objective of this article is to determine the current relationship between advertising creativity and the cultural changes experienced in Chile during recent years. Therefore, it discusses cultural change from the clues of the advertising message. This is done from two perspectives. First, from considering the socio-cultural reLevance of advertising, consumption, and globatisation in Chilean society. Secondly, from the most significant cultura! changes which have occurred in Chile according to the United Nations Development Programme's (UNDP) report "Nosotros los chilenos: un desafio cultural" (We Chileans, a cultural challenge). How advettising relies on cultural change is analysed from the relationship between these two realms - one conceptual, the other empirical.