La pose en la estrategia publicitaria de los años 70 en Colombia desde la mirada semiótica de Roland Barthes

Abstract

This degree work proposes a reflection on the evolution of advertising strategy through an analysis of the pose of the female gender, in the printed advertisements of Cromos magazine, in the seventies in Colombia, from a semiotic perspective. According to the proposals of Roland Barthes, this type of analysis expands the question of the „linguistic nature‟ of photographic images in its double condition of connoted image and denoted image, for which, for the understanding of an advertising image, it is necessary to understand that it is closely related to the cultural context. The poses typical of the advertising of the seventies are specified, which allow to see the intentional and strategic evolution, oriented to the fulfillment of commercial objectives of advertising, whose nature goes beyond the simple transmission of messages.