The mutation process of the advertising system towards indirect persuasive strategies in the digital age
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Abstract
Advertising is in the midst of a mutation. Much of the analysts’ effort to explain this transformation has focused on technological advances and the space opened up by the digital and virtual world on the Internet. A different perspective is presented, arguing that technological changes in the digital world do not explain the current advertising mutation, but that they are part of a broader transformation in which a set of four factors (technological, socio-cultural, scientific, advertising effectiveness), are interacting, some internal to the advertising system, others coming from scientific advances, others from socio-cultural changes. This proposal postulates that the participation of this set of factors is being produced by the previous existence of a phenomenon of imbalance in the advertising system due to a decrease in advertising effectiveness, which occurred at the end of the 20th century and which, in its search for solutions to this imbalance, is leading the advertising sector, in the first decades of the 21st century, to take these factors into consideration in order to find new ways of rebalancing. One of the consequences of this readjustment of the advertising system is the process of differentiation that is transforming direct advertising, characteristic of the 20th century, and bringing about new forms of indirect and covert advertising through new persuasive strategies.
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