Costa, J (1992): Reinvent advertising. Reflections from the Social Sciences. Madrid, Fundesco

Abstract

What is happening in the world of advertising? Why is it that a gigantic building that circulates billions of dollars a year, feels that the foundations are cracking and its structure cracks? Why is a sector so sure of itself, suddenly observes how all its indicators point out that it has also entered into crisis? Has advertising died as we know it until now, or has it only exhausted its message and its form? To these and other questions, Joan Costa tries to answer in his book Reinventing Advertising. Reflections from the social sciences, with which he was a finalist for the 1992 Fundesco Essay Prize