Communication models of advertising

Abstract

In recent years there has been widespread among media scholars the feeling that advertising is not just an instrumental communication that should be analyzed behind the back of the advertised product, but operates in the longer term as it makes us see the way in which a society constructs its discourses, is reflected in them and diffuses them. In other words, if it is true that advertising is a communication destined to provoke desires, purchases, consumption, and that is therefore linked to a certain function, it is also true that advertising works more thoroughly in the achievement of this function. to show how we relate to our own language.