Abstract

BAVOLEO, Mariana. El Fileteado Porteño: motivos decorativos en el margen de la comunicación publicitaria. Cuad. Cent. Estud. Diseñ. Comun., Ensayos [online]. 2015, n.54, pp.117-135. ISSN 1853-3523.

In the ‘50s, the "Fileteado" popular art breaks in Buenos Aires as a purely urban expression attached to automotive graphics decoration. This article reflects about the origin of this art expression, its life and style transformation in the scope of advertising communication in the 2000s. The article shows the different stages of the evolution of this artistic practice: it emerges as a decorative motif; then it is related to the first horse drawn vehicles; later, it gets solid as a sociocultural visual expression and discursive level; it get closer to other transportation such as trucks and buses; it is excluded by city urban regulations; and finally it gets new meanings in the passage to new media vehicles. The process finds a path from traditional media to advertising and mass media and to everyday individual objects (musical instruments, clothing, decorative items, etc.). Transposition, change of vehicle or language of a work or genre is recurrent and the "Fileteado" is supported in graphics, murals, decorative items and clothing. How yhis artistic expression is recovered by marketing communications? It is one of the questions that guide the exploration of its visual identity components.

Keywords : Advertising communication; Buenos Aires "Fileteado"; Decorative motifs; Gender; Popular art; Semiotics; Style.

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