Revistes Catalanes amb Accés Obert (RACO)

Admen: a special worldvision

J. Luis León Sáez de Ybarra


Normally, the approach to the study of advertising meaning is a direct examination of the message, characterised by the anonimity of the creator, and most of the study continues the programme ignoring authors and their personal values, as well as the scope of the internal processes of ad message creation, as the current socio-estructural intellectual regin only understands the subject as the locus processes. There is sense to the question on what, in fact, are the values prevailing in the limited environment of what are know as admen, to what point these values ara transmitted to their work (ads), what perceptions are implicit in the receiver (consumer), and to what extent they are determined by the management system which, in the end, they serve.

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