Resumen

VILLADIEGO, Mirla; BERNAL, Patricia  y  URBANCZYK, María. Advertising and modernity in colombia: notes for a better understanding of modern publicity's narrative. Signo pensam. [online]. 2006, n.49, pp.160-169. ISSN 0120-4823.

This article makes a general introduction of the premises, both theoretical and historical, from which the research on "Colombian modernity as narrated by publicity: 1900-1950" was carried out. Among such premises are the debate on the role of publicity in building Colombian modernity, and the analysis of the function of the calculation - need - desire trilogy in consumer decision making. Finally, the methodological design is presented along with some partial results and conclusions.

Palabras clave : modernity; publicity; account; consumption.

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