Towards a Transformation of Advertising. Thoughts on the Alleged Superficiality Given to Advertising Throughout Time
Descripción del Articulo
Social imaginaries built around Advertising, from the audience and from advertising itself, undermine scopes, approaches and functions they have into society. This paper aims to present a critical and reflexive analysis of the Advertising’s current role in society, searching for a transformative str...
| Autores: | , |
|---|---|
| Formato: | artículo |
| Fecha de Publicación: | 2016 |
| Institución: | Universidad de Lima |
| Repositorio: | Revistas - Universidad de Lima |
| Lenguaje: | español |
| OAI Identifier: | oai:revistas.ulima.edu.pe:article/649 |
| Enlace del recurso: | https://revistas.ulima.edu.pe/index.php/contratexto/article/view/649 |
| Nivel de acceso: | acceso abierto |
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Towards a Transformation of Advertising. Thoughts on the Alleged Superficiality Given to Advertising Throughout TimeHacia una transformación de la publicidad: Reflexiones acerca de la impostura de superficialidad que se le ha dado a lo largo del tiempoNovoa-Montoya, AndrésSantacruz-Londoño, CarlosSocial imaginaries built around Advertising, from the audience and from advertising itself, undermine scopes, approaches and functions they have into society. This paper aims to present a critical and reflexive analysis of the Advertising’s current role in society, searching for a transformative structure that reveals the importance of research, both in academics and in the creative process behind successful advertising campaigns. It is an invitation to see Advertising with a less reductive view, as a discipline with its own knowledge and deep connections with social and human sciences that goes beyond a simple professional point of view, but does not ignore or exceed it.Los imaginarios sociales construidos acerca de la publicidad, desde los públicos y desde el mismo oficio, desvirtúan los alcances y enfoques, así como las funciones que esta tiene dentro de la sociedad. Este escrito intenta realizar un análisis crítico y reflexivo del papel de la publicidad en la era actual, buscando una estructura transformadora que permita develar la importancia de la investigación tanto en la enseñanza académica como en el proceso de creación de campañas publicitarias. Es una invitación a ver la publicidad con un sentido menos reduccionista, como una disciplina del saber con profundas e importantes conexiones con las ciencias sociales y humanas, que trasciende la variable netamente profesional, aunque no la desconoce ni la supera.Universidad de Lima. Facultad de Comunicación2016-07-08info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://revistas.ulima.edu.pe/index.php/contratexto/article/view/64910.26439/contratexto2016.n025.649Contratexto; No. 025 (2016); 27-45Contratexto; Núm. 025 (2016); 27-45Contratexto; n. 025 (2016); 27-451993-49041025-994510.26439/contratexto2016.n025reponame:Revistas - Universidad de Limainstname:Universidad de Limainstacron:ULIMAspahttps://revistas.ulima.edu.pe/index.php/contratexto/article/view/649/626Derechos de autor 2017 Contratextoinfo:eu-repo/semantics/openAccessoai:revistas.ulima.edu.pe:article/6492023-07-21T20:10:47Z |
| dc.title.none.fl_str_mv |
Towards a Transformation of Advertising. Thoughts on the Alleged Superficiality Given to Advertising Throughout Time Hacia una transformación de la publicidad: Reflexiones acerca de la impostura de superficialidad que se le ha dado a lo largo del tiempo |
| title |
Towards a Transformation of Advertising. Thoughts on the Alleged Superficiality Given to Advertising Throughout Time |
| spellingShingle |
Towards a Transformation of Advertising. Thoughts on the Alleged Superficiality Given to Advertising Throughout Time Novoa-Montoya, Andrés |
| title_short |
Towards a Transformation of Advertising. Thoughts on the Alleged Superficiality Given to Advertising Throughout Time |
| title_full |
Towards a Transformation of Advertising. Thoughts on the Alleged Superficiality Given to Advertising Throughout Time |
| title_fullStr |
Towards a Transformation of Advertising. Thoughts on the Alleged Superficiality Given to Advertising Throughout Time |
| title_full_unstemmed |
Towards a Transformation of Advertising. Thoughts on the Alleged Superficiality Given to Advertising Throughout Time |
| title_sort |
Towards a Transformation of Advertising. Thoughts on the Alleged Superficiality Given to Advertising Throughout Time |
| dc.creator.none.fl_str_mv |
Novoa-Montoya, Andrés Santacruz-Londoño, Carlos |
| author |
Novoa-Montoya, Andrés |
| author_facet |
Novoa-Montoya, Andrés Santacruz-Londoño, Carlos |
| author_role |
author |
| author2 |
Santacruz-Londoño, Carlos |
| author2_role |
author |
| description |
Social imaginaries built around Advertising, from the audience and from advertising itself, undermine scopes, approaches and functions they have into society. This paper aims to present a critical and reflexive analysis of the Advertising’s current role in society, searching for a transformative structure that reveals the importance of research, both in academics and in the creative process behind successful advertising campaigns. It is an invitation to see Advertising with a less reductive view, as a discipline with its own knowledge and deep connections with social and human sciences that goes beyond a simple professional point of view, but does not ignore or exceed it. |
| publishDate |
2016 |
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2016-07-08 |
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info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
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article |
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publishedVersion |
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https://revistas.ulima.edu.pe/index.php/contratexto/article/view/649 10.26439/contratexto2016.n025.649 |
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https://revistas.ulima.edu.pe/index.php/contratexto/article/view/649 |
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10.26439/contratexto2016.n025.649 |
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spa |
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spa |
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https://revistas.ulima.edu.pe/index.php/contratexto/article/view/649/626 |
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Derechos de autor 2017 Contratexto info:eu-repo/semantics/openAccess |
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Derechos de autor 2017 Contratexto |
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application/pdf |
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Universidad de Lima. Facultad de Comunicación |
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Universidad de Lima. Facultad de Comunicación |
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Contratexto; No. 025 (2016); 27-45 Contratexto; Núm. 025 (2016); 27-45 Contratexto; n. 025 (2016); 27-45 1993-4904 1025-9945 10.26439/contratexto2016.n025 reponame:Revistas - Universidad de Lima instname:Universidad de Lima instacron:ULIMA |
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Nota importante:
La información contenida en este registro es de entera responsabilidad de la institución que gestiona el repositorio institucional donde esta contenido este documento o set de datos. El CONCYTEC no se hace responsable por los contenidos (publicaciones y/o datos) accesibles a través del Repositorio Nacional Digital de Ciencia, Tecnología e Innovación de Acceso Abierto (ALICIA).
La información contenida en este registro es de entera responsabilidad de la institución que gestiona el repositorio institucional donde esta contenido este documento o set de datos. El CONCYTEC no se hace responsable por los contenidos (publicaciones y/o datos) accesibles a través del Repositorio Nacional Digital de Ciencia, Tecnología e Innovación de Acceso Abierto (ALICIA).
