La República Dominicana y la Buena Vida: Selling, Consuming and Misrepresenting
Advertisements in the visual media of the Dominican Republic construct an image and identity of life in the country. Depending on what is portrayed in the advertisements, consumers can perceive not only representations of Dominican society, but also misrepresentations of life in the nation. While this island is presented as a luxurious paradise, the majority of its population lacks essential services such as potable water. This qualitative content analysis examined advertisements that were published in 14 selected local newspaper magazine supplements. The advertisements were reviewed critically and situated contextually among factual data and general information about this country. This study sought to determine whether the wide range of Dominican life is represented in the advertisements, or only a narrow sector of people, places and situations is depicted; this way reflecting the complexities of economic and social class.
The hypothesis of this research is that the typical Dominican experience documented in official reports is not depicted, portrayed or represented in the advertisements, where individuals and families exclusively are being misrepresented as wealthy consumers of upscale products and services who enjoy the "good life." The purpose of this research leads to understand the complexities of the economic and social class in the Dominican Republic as well as establishing the necessity of more accurate depictions of life and culture in the Dominican Republic.
The hypothesis of this research is that the typical Dominican experience documented in official reports is not depicted, portrayed or represented in the advertisements, where individuals and families exclusively are being misrepresented as wealthy consumers of upscale products and services who enjoy the "good life." The purpose of this research leads to understand the complexities of the economic and social class in the Dominican Republic as well as establishing the necessity of more accurate depictions of life and culture in the Dominican Republic.
School:
Universidad del Sagrado Corazón at San Juan
Department:
Telecommunications
Research Advisor:
William E. Berry
Department of Research Advisor:
Advertising
Year of Publication:
2008