Biblioteca Digital de VanguardiaADVERTISING AND IMAGINARY MACROSTRUCTURE
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 nucl...
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| Formato: | Artículo |
| Lenguaje: | Español |
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Universidad Pontificia Bolivariana
2020
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| Acceso en línea: | https://revistas.upb.edu.co/index.php/cienciassociales/article/view/4529 |
| _version_ | 1782344943229992960 |
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| author | Caro, Antonio |
| author_facet | Caro, Antonio |
| author_sort | Caro, Antonio |
| collection | Revista |
| description | 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. |
| format | Artículo |
| id | oai:ojs.revistas.upb.edu.co:article-4529 |
| institution | Colección Académica de Ciencias Sociales |
| language | Español |
| publishDate | 2020 |
| publisher | Universidad Pontificia Bolivariana |
| record_format | dspace |
| spelling | oai:ojs.revistas.upb.edu.co:article-45292020-10-03T17:36:58Z ADVERTISING AND IMAGINARY MACROSTRUCTURE PUBLICIDAD Y MACROESTRUCTURA IMAGINARIA Caro, Antonio Macroestructura publicitaria marca publicidad branded content Advertising macrostructure brand advertising branded content 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. El objeto de la presente ponencia es introducir el término de macroestructura imaginaria: término con el que el autor designa la actual tendencia a la fusión entre entretenimiento y publicidad, cuyo núcleo lo constituyen las marcas globalizadas de productos de gran consumo, las cuales a su vez nuclean el imaginario social que preside las actuales sociedades de hiperconsumo. Dicho término pretende superar los usuales de industrias culturales e industrias creativas, poniendo de relieve que la publicidad centrada en la exhibición de las marcas globalizadas ha terminado por constituirse en el centro del imaginario que vivimos. Universidad Pontificia Bolivariana 2020-10-03 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Artículo revisado por pares application/pdf https://revistas.upb.edu.co/index.php/cienciassociales/article/view/4529 Colección Académica de Ciencias Sociales; Vol. 2 Núm. 1 (2015): Ene-Jun; 44-52 2422-0477 spa https://revistas.upb.edu.co/index.php/cienciassociales/article/view/4529/4212 |
| spellingShingle | Macroestructura publicitaria marca publicidad branded content Advertising macrostructure brand advertising branded content Caro, Antonio ADVERTISING AND IMAGINARY MACROSTRUCTURE |
| title | ADVERTISING AND IMAGINARY MACROSTRUCTURE |
| title_full | ADVERTISING AND IMAGINARY MACROSTRUCTURE |
| title_fullStr | ADVERTISING AND IMAGINARY MACROSTRUCTURE |
| title_full_unstemmed | ADVERTISING AND IMAGINARY MACROSTRUCTURE |
| title_short | ADVERTISING AND IMAGINARY MACROSTRUCTURE |
| title_sort | advertising and imaginary macrostructure |
| topic | Macroestructura publicitaria marca publicidad branded content Advertising macrostructure brand advertising branded content |
| url | https://revistas.upb.edu.co/index.php/cienciassociales/article/view/4529 |