El mal gusto en la publicidad de moda y el aesthetic como modelo de percepción y consumo para la construcción de la autoimagen, caso de estudio Bad Bunny en jóvenes de 18 a 25 años en Bogotá 2021

Abstract

To begin with this section, preliminary inquiries are taken into account to achieve a deep development with a clear research objective. From the area of ​​the disciplinary domain, advertising; proceeds to understand how bad taste advertising or advertising kitsch is defined. As Gonzales (2005) states: In a society mediated by the mass media, transparency is simulated: after all, a substitution. And in the parareligious terrain in which the civil charisma that makes our individuality linkable to society is elaborated, beyond rational impotence and inconsistencies (beyond instrumental reason), advertising elaborates glamour: a new substitution of charisma (p. 9). From this position of the author, he structures it as a logical structural and conceptual “void” of the creative strategies that are developed, this since the vaguely defined Kitsch would be; the difference of the visual harmony of an aesthetically controlled or structured environment according to accepted social proportions. Transporting this connotation to the advertising term would be something like; the products that are worked from advertising strategies, only connect with what society is consuming progressively and quickly, regardless of whether it has highly criticized references from aesthetic positions, likewise, the reproduction and copying of an advertisement scheme just to achieve greater impact and reach.