Call for papers for the International Advertising Conference

The call for papers for the International Advertising Conference is open until 15th November.

The new technological potential, the new media and social networks, the augmented virtual reality or the new multimedia devices have brought new possibilities to the advertising world by providing irresistible opportunities to brands in developing more effective, more ubiquitous, cheaper and faster mechanisms to communicate with consumers. Understanding the complexity of this new reality is essential to identify new profiles and contexts, reassess production/creation conditions, and identify transformations in uses and consumption practices and redefining strategies. That type of research benefits, above all, companies and organisations.

However, this clipping cannot be analysed dissociated from the present time. The world is profoundly changing in different geographies and socio-political contexts. As a medium of expression and agency of our culture, advertising cannot fail to engage with these changing realities. The successive and unpredictable economic and financial crises, the consequent low budgets, the emerging or persistent cultures committed to greater participation and critical action are not consistent with the traditional paradigms. It is urgent to rethink the assumptions that the speed of the dissemination of messages, their quantity, the unlimited production and consumption, competitiveness and the pressure to do more and ever faster. Lowering the levels of current quantitative standards, slowing down the frenzies that have broken out of our grip is at least a challenge worth taking up. It is essential to move forward, not forwards, but sideways. To look around, at the planet, the people, the causes and the beauty surrounding us. New possibilities lie in what is small and on what is large, on micro-scales just as on the world stage. Climate and society appreciate low impacts. Technologies can be used on new levels as potentially creative tools instead of control devices. Advertising can, and must, be part of this ambitious project, which is, after all, a different philosophy of life. As such, we propose to discuss verticalities (high, low, more, less…) and introduce new lateralities into the equation that will redefine new theories and practices.

Abstract submission:

According to the general topic presented, the Advertising Working Group SOPCOM calls for participation in these International Days, inviting the submission of abstracts within the following topics:

– Advertising and technology
– Advertising and territories
– Advertising and authenticity
– Social and participative advertising
– Advertising and sustainability: discourses and practices
– Advertising fundamentals
– New advertising territories
– New consumption and consumer paradigms

The abstract (between 200 and 300 words), including title and keywords, should be sent until 15 November to:

Organizing Committee:
– Álvaro Cairrão (School of Business Sciences – IPVC)
– Ivone Ferreira (Universidade NOVA de Lisboa)
– Sara Balonas (University of Minho)
– Luís Barreto (School of Business Studies – IPVC)

Scientific Committee:
– Álvaro Cairrão (School of Business Sciences – IPVC)
– Ana Duarte Melo (University of Minho)
– Helena Pires (University of Minho)
– Isidoro Arroyo Almaraz (Rey Juan Carlos University, Faculty of Communication Sciences)
– Ivone Ferreira (Universidade NOVA de Lisboa)
– Jorge Veríssimo (School of Social Communication)
– Patrícia Saldanha (UFF – Universidade Federal Fluminense)
– Pedro Hellín (Universidad de Murcia)
– Sara Balonas (University of Minho)

Host Institution:
School of Business Sciences – IPVC

The conferences will be held via Zoom.
A certificate of participation will be distributed.

Organized by:
CECS – Communication and Society Research Centre of the University of Minho
School of Business Sciences – IPVC
SOPCOM/GT Publicidade (Advertising Working Group of the Portuguese Society of Communication Communication Sciences)

Createlab – CECS Creative Agency for Innovation and Experimentation

[Posted: 11-11-2021]