| Sumario: | The purpose of this presentation is to introduce the term imaginary macrostructure: a term with which the author designates the current trend towards the fusion between entertainment and advertising, the core of which is made up of globalized brands of mass consumer products, which in turn they nucleate the social imaginary that presides over current hyperconsumption societies. This term aims to overcome the usual ones of cultural industries and creative industries, highlighting that advertising focused on the exhibition of globalized brands has ended up becoming the center of the imaginary we live in.
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