Urban Economy Circuits in the Soft Drinks and Flavored Waters Sector: Consumption, "Light" Discourse, and Publicity in Argentina

Abstract

Argentina offers a wide variety of types and brands of soft drinks and favored waters, with substantial differences among the participating actors, resulting from the existence of an upper and a lower circuit of the urban economy. Publicity is an essential factor in this sector, especially in the case of global brands, though it has also become important for less powerful actors. Te article carries out a reflection on the role of consumption, publicity, and the discourses of the period in the urban economy circuits of the drinks sector, and provides some examples from Buenos Aires and Mar del Plata.

Keywords

• Argentina
• bebidas
• circuitos comerciales
• consumo
• economía urbana
• publicidad