Resumen

VIDAL AULADELL, Felip. Advertising activity: between simulation and utopia. univ.humanist. [online]. 2016, n.81, pp.149-176. ISSN 0120-4807.  https://doi.org/10.11144/Javeriana.uh81.apsu.

The advertising activity has focused its attention, since some time ago, on the emotional experience of consumption as a source of experiences to provide imaginary content to brands. This has been shaping new developments on the so called Publicity of Significance. Nowadays, we are also witnessing the emergence of a whole range of techniques and strategies that are new ways of thinking and practicing advertising. Therefore, the construction of brand imaginaries has been occurring in this context through a multiplicity of media that have caused major changes in the advertising strategies and formats that, can be interpreted, oscillate between simulation and utopia.

Palabras clave : advertising; brands; marketing; experience; simulation; utopia.

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