Poetic looks about the consumer society. Roberto Santoro and Décio Pignatari

Abstract This article aims to analyze different poetic uses of consumer objects, in particular the famous Coca-Cola drink. We will take as a starting point “beba coca-cola” (1958) by Décio Pignatari and “saciedad del consumo” and "tome coca cola" (1975) by Roberto Santoro, although the corpus is broader and it extends to the present. We are interested in thinking about how mass culture and the anti-imperialist ideology (present during those years in Latinoamérica) are resignified, and the relationship between written word, orality and image, paying attention to the divergences and possible continuities between Argentina and Brazil.