Revistes Catalanes amb Accés Obert (RACO)

Publicidad: ¿la "zanahoria metafísica" que mueve al burro o el color de nuestro tiempo?

Enrique Vergara L.

Resum


In recent years, advertising has been characterized by gaining depth and penetration in the mass media, acquiring influence in the processes of world construction and the shaping of current culture. Parallel to this, advertising has been legitimized both in the field of educational and in the cultural sector as it is considered to be a reflection of society and indispensable for the survival of much of the media. As a consequence of the undeniable importance of advertising today, we attempt in this article to respond to the question of the current role it plays beyond the act of purchasing.

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ISSN paper: 1138-3305. ISSN electrònic: 2340-5007

Facultat de Comunicació Blanquerna. Universitat Ramon Llull.