Resumo

GARCIA, Lourdes Pilay; LOPEZ, Mariam; MIELES, Yaeli  e  PALMA, William. Interventions of the vernacular language in popular typography and advertising application of the brand of soda “Tropical”. Ñawi [online]. 2017, vol.1, n.2, pp.103-118. ISSN 2588-0934.  https://doi.org/10.37785/nw.v1n2.a5.

Artistic and cultural expressions such as crafts, music, urban graphics and typography are part of the identity context of a place. These elements can be considered forms of popular communication that relate the visual language with symbolic styles of urban design that construct the vernacular language of a locality. The popular typography is then the result of the correlation between both and the historical epoch in which it has been developed. Types being a visual utility have the ability to go back to past experiences that connote a time. This article focuses on how to use popular graphic elements such as type and color in advertising pieces that have been part of the corporate image of the brand of “Tropical” soda (Pure National Flavor) as an example of the use of the popular typography and its visual relation in the graph of vernacular language applied to a brand.

Palavras-chave : popular typography; popular graphic; vernacular language; advertising..

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