Sara Balonas & Ivone Ferreira
2024 | CECS | UMinho Editora
ISBN:ISBN 978-989-9074-26-2 | eISBN 978-989-9074-27-9
We live immersed in communicational environments strongly mediated by screens that stimulate, arrest, suggest or simply distract us. Dispersion or sensory stimulation are possible effects of the digital ecosystem. As advertising is an admirable tool within this machinery, it contends with the phenomenon of selective perception and the consequent “simply switching off” in response to overlapping messages and images. Attention is a scarce commodity, and noise — psychological, physical, physiological or semantic — is a threat to effective communication.
This book’s texts are set within this era of hyperstimulation and reveal the diversity of perspectives on the advertising phenomenon. They highlight the growing presence of social advertising in addressing issues such as the inclusion of gender or ethnicity in applied research.
Changes in society, the emergence of new communication channels, changes in consumer profiles, and the existence of a globalised market are some angles from which the authors have chosen to examine advertising. On the other hand, the book includes reflections on the image, embarking on a journey through image theory and, with it, semiotics and rhetoric. The research methodologies and techniques used are diverse and range from the freestyle of an essay to a case study, using mostly mixed methodologies.
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