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

SPECIAL ISSUE

Advertising: new formats, new content

EDITORS

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

Sara Balonas, Institute of Social Sciences, University of Minho

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.