Advertising

new formats, new content

Authors

DOI:

https://doi.org/10.34629/cpublica.505

Keywords:

Advertising, Content, Formats, Trends

Abstract

This article presents the editors’ intentions with this special issue. Regarding the first intention, the editors aim, above all, to stimulate the debate around advertising, reflecting on its ability to adapt to societal and technological challenges, without overlooking the trends that advertising discourse announces or incorporates.

As for the second, the editors of the special issue "Advertising: new formats, new content" present the various contributions of researchers who seek to mirror contemporaneity through advertising, revealing that it continues to assert itself as both discourse and technique within the communication ecosystem.

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Author Biographies

  • Jorge Veríssimo, School of Communication and Media Studies, Polytechnic Institute of Lisbon (ESCS - IPL)

    Ph.D. in Sociology of Communication from ISCTE - University Institute of Lisbon. Habilitated in Communication Sciences from UBI – University of Beira Interior. Principal Coordinating Professor at the School of Communication and Media Studies (ESCS - IPL). President of the Technical-Scientific Council of ESCS - IPL. Professor and member of the Scientific Committee of the Ph.D. program in Communication Sciences at ISCTE - University Institute of Lisbon. He was the President of ESCS – IPL, from 2010 to 2018. He was the Director of the master's program in Advertising and Marketing at ESCS – IPL, from 2006 to 2010. He was the Coordinator of the Advertising Observatory, with Francisco Costa Pereira, from 2001 to 2011.

  • Sara Balonas, Institute of Social Sciences, University of Minho

    Assistant Professor at the Institute of Social Sciences of the University of Minho; Ph.D. in Communication Sciences from the same university. She teaches in the areas of strategic communication, advertising, and creativity. Her research areas include advertising in the social sphere, advertising and behavioral change, communication for the third sector, corporate social responsibility strategies, social marketing, and branding. She coordinates the Create Lab, the creative agency of CECS. She is the founder of the B + Agência de Comunicação (2002) and the Be True program (2010) – a program focused on social responsibility. She serves on the board of directors of two IPSS (Private Social Solidarity Institutions). She was a columnist for the newspaper Público. She was appointed as an entrepreneurship ambassador by the European Commission (2010-2013).

References

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Balonas, S. (2018). Que a Força esteja contigo – Os desafios da publicidade na nova galáxia comunicacional. https://repositorium.sdum.uminho.pt/bitstream/1822/60728/1/2019_Balonas_que-a-forca-esteja-contigo.pdf.

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Dahlen, M. & Rosengren, S. (2016). If advertising won’t die, what will it be? Toward a working definition of advertising. Journal of advertising, 45(3), 334-345. https://www.researchgate.net.

Lawrence, B., Fournier, S. & Brunel, F. (2013). When companies don't make the ad: A multimethod inquiry into the differential effectiveness of consumer-generated advertising. Journal of advertising, 42(4), 292-307.

Lipovetsky, G. (2000, junho). Sedução, publicidade e pós-modernidade. Revista famecos.

Raymond, W.(1960, julho/ agosto). The magic system. Newleftreview,4.

Rust, R. & Oliver, R. (1994). The death of advertising. Journal of advertising, 23(4),71-77. Schumpeter, J.(1994[1942]). Capitalism, socialism and democracy. Routledge.

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Published

2024-08-21

Issue

Vol. 17 No. 32 (2022): Number with Special Issue

Section

SPECIAL ISSUE: Advertising: new formats, new content

License

Copyright (c) 2022 Comunicação Pública

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Os conteudos da Comunicação Publica estão licenciados com uma licença Creative Commons - Atribuição-NãoComercial 4.0 Internacional.

How to Cite

Advertising: new formats, new content. (2024). Comunicação Pública, 17(32). https://doi.org/10.34629/cpublica.505