Ortega Martínez, E. (1992): La publicidad en televisión. Madrid, Mundo-Prensa La publicidad ya no es sólo un instrumento comercial en manos de las empresas. En un principio su único fin era aumentar las ventas. Pero con el correr de los años se ha conve

Abstract

Advertising is no longer just a commercial instrument in the hands of companies. At first its sole purpose was to increase sales. But over the years it has become a social phenomenon that many researchers study. The study of advertising can be approached from different perspectives. One of them is constituted by the analysis of the advertising media. Of all of them, television is the half king. Virtually the vast majority of households have at least one television receiver. For this reason, television spots transcend society and transmit fashions and ways of thinking.