¿Hacia dónde va la publicidad?

Abstract

Observation of advertising must not be only limited to the simple commercial share on a product or a brand, but it should be approached from a much more wide area of reflection: the one delimited by the mass media and the knowledge society. Considering that perspective, the present paper focuses on the reflection of the advertiser paractice position on the current state of the advertising practice, the identification of the problems around this activity to detect different proposals for the future and to create new challenges of research. Taking into account an interdisciplinary perspective, the relationship established between the media, the organizations, companies, advertising agents, social groups and public personalized will be observed.