Visual media and advertising in the consumption society
DOI:
https://doi.org/10.4000/cp.10098Keywords:
cinema/star, consumption /life style, brand image, object/product, television /audienceAbstract
Advertising idealizes all the products and presents them as magical objects able to satisfy the desires of the consumers and to identify them with pleasant life styles. The proliferation and standardization of objects in the consumption society revealed the need to apply to the market products strategies of distinction through the creation of brand images that copy the star system imaginary of the classical cinema. The brand salience and the product placement in the fiction films and television shows, as well as the breeding of commercial synergies related to the show business industries produce sideration effects noxious to the children.
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