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A Publicidade na Era da Hiperestimulação
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We are constantly surrounded by communication environments strongly mediated by screens that stimulate us, capture our attention, suggest or simply distract us. Dispersion or sensory stimulation may be possible effects of the digital ecosystem. Advertising, an admirable tool in this machinery, is challenged by the phenomenon of selective perception and the consequent “just tune out” when messages and images overlap. Attention is a scarce commodity, and noise — psychological, physical, physiological, or semantic — is a threat to the effectiveness of communication.
The texts in this book reflect the current era of hyper-stimulation, showcasing various perspectives on the advertising phenomenon. They highlight how social advertising increasingly contributes to topics like the inclusion of gender or ethnicity in applied research areas.
Changes in society, the rise of new communication platforms, shifts in consumer demographics, and the existence of a globalised market are some of the lenses through which the authors have chosen to explore advertising. On the other hand, the book includes reflections on imagery, delving into image theory, semiotics, or rhetoric. A variety of methodologies and research techniques are employed, spanning from the flexible approach of an essay to case studies, predominantly using mixed methods.
The book transversely reveals a consistent focus on the social impact of advertising, studying creative strategies aimed at achieving communication effectiveness. Whether investigating brands’ corporate responsibility or their strategy for behavioural change aimed at greater well-being, whether focusing on creativity beyond consumption but rather directed towards causes and social movements, the articles underscore the significance of content, creativity, and social purpose in advertising strategies for the 21st century, while acknowledging the rising influence of the consumer-citizen as an active participant in the process.
In short, it is a book dedicated to advertising research aiming for more transformative action and stronger social impact.
This book is included in DOAB.
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Keywords
- atenção
- eficácia
- hiperestimulação
- publicidade
- sociedade
- Society & culture: general
- Society & Social Sciences
Links
DOI: 10.21814/uminho.ed.125Editions