PhD in Sociology of Communication from ISCTE- University Institute of Lisbon he is aggregated in Communication Sciences at UBI – University of Beira Interior.

He is the principal co-ordinating Professor at the Escola Superior de Comunicação Social (ESCS) of theInstituto Politécnico de Lisboa (IPL). President of the Scientific-Technical Council of this institution.

He is a professor and member of the Scientific Committee of the PhD in Communication Sciences at ISCTE-University Institute of Lisbon.

He was president of ESCS (2010 to 2018), director of the Master’s in Advertising and Marketing at ESCS (2006 to 2010), and coordinator of the Advertising Observatory with Francisco Costa Pereira (2001 to 2011). Furthermore, he is a member of the European Advertising Academy.

He has been developing research in advertising communication, whose results have been the subject of several international communications, articles, books and other publications.