Advertising and the internet: the difficult convergence
Autor(a) principal: | |
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Data de Publicação: | 2009 |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Galáxia (São Paulo) |
Texto Completo: | https://revistas.pucsp.br/index.php/galaxia/article/view/2104 |
Resumo: | Advertising and the internet: the difficult convergence — Ever since the crisis of Fordism, competition between companies has led to an increasingly fierce quest to draw the consumer’s attention to advertisements, engendering what we call audience saturation resulting from the ubiquitousness of advertising. This saturation is aggravated as the rising costs of broadcasting in the mass media continually drive advertisers to seek new forms of addressing the consumer. In this context, it would be reasonable to expect the Internet to become a privileged route of access to the consumer. However, the Internet’s relevance in traditional advertising is still negligible, at least in Brazil. This article strives to demonstrate this phenomenon, analyzing some recurring opinions in the advertising sector and explaining it in the light of an understanding of a broader advertising dynamics, thus contributing to the debate on the consequences of the advent of the Internet for the communication system and for culture. |
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Advertising and the internet: the difficult convergencePublicidade e internet: a difícil convergênciaAdvertising and the internet: the difficult convergence — Ever since the crisis of Fordism, competition between companies has led to an increasingly fierce quest to draw the consumer’s attention to advertisements, engendering what we call audience saturation resulting from the ubiquitousness of advertising. This saturation is aggravated as the rising costs of broadcasting in the mass media continually drive advertisers to seek new forms of addressing the consumer. In this context, it would be reasonable to expect the Internet to become a privileged route of access to the consumer. However, the Internet’s relevance in traditional advertising is still negligible, at least in Brazil. This article strives to demonstrate this phenomenon, analyzing some recurring opinions in the advertising sector and explaining it in the light of an understanding of a broader advertising dynamics, thus contributing to the debate on the consequences of the advent of the Internet for the communication system and for culture.Desde a crise do fordismo, a concorrência entre as empresas tem se traduzido em uma busca ainda mais frenética pela atenção do consumidor às mensagens publicitárias, o que levou ao que chamamos aqui de saturação da audiência, isto é, a banalização dos anúncios diante da sua multiplicação. Essa saturação é agravada quando o aumento dos custos de veiculação nos meios de comunicação de massa estimula os publicitários a buscarem novas formas de interpelação do consumidor. Nesse cenário, não seria de esperar que a internet despontasse como uma rota privilegiada de acesso ao consumidor? No entanto, a sua relevância para a publicidade tradicional é pequena no Brasil. Pretendemos então demonstrar esse fato, analisar algumas opiniões recorrentes a esse respeito, dentro do campo publicitário, e explicá-lo à luz de uma compreensão da dinâmica publicitária mais abrangente. Nesse percurso, poderemos dar alguma contribuição ao debate sobre as consequências do advento da internet para o sistema de comunicação e a cultura.PEPG COS-PUC-SP2009-09-03info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://revistas.pucsp.br/index.php/galaxia/article/view/2104Galaxia; No. 17 (2009)GALÁxIA. Revista Interdisciplinar de Comunicação e Cultura; n. 17 (2009)1982-2553reponame:Galáxia (São Paulo)instname:Pontifícia Universidade Católica de São Paulo (PUC-SP)instacron:PUC_SPporhttps://revistas.pucsp.br/index.php/galaxia/article/view/2104/1243Rocha, Maria Eduarda da Motainfo:eu-repo/semantics/openAccess2024-05-15T14:01:06Zoai:ojs.pkp.sfu.ca:article/2104Revistahttps://www.pucsp.br/pos-graduacao/mestrado-e-doutorado/comunicacao-e-semioticaPRIhttps://old.scielo.br/oai/scielo-oai.phpcos@pucsp.br||aidarprado@gmail.com1982-25531519-311Xopendoar:2024-05-15T14:01:06Galáxia (São Paulo) - Pontifícia Universidade Católica de São Paulo (PUC-SP)false |
dc.title.none.fl_str_mv |
Advertising and the internet: the difficult convergence Publicidade e internet: a difícil convergência |
title |
Advertising and the internet: the difficult convergence |
spellingShingle |
Advertising and the internet: the difficult convergence Rocha, Maria Eduarda da Mota |
title_short |
Advertising and the internet: the difficult convergence |
title_full |
Advertising and the internet: the difficult convergence |
title_fullStr |
Advertising and the internet: the difficult convergence |
title_full_unstemmed |
Advertising and the internet: the difficult convergence |
title_sort |
Advertising and the internet: the difficult convergence |
author |
Rocha, Maria Eduarda da Mota |
author_facet |
Rocha, Maria Eduarda da Mota |
author_role |
author |
dc.contributor.author.fl_str_mv |
Rocha, Maria Eduarda da Mota |
description |
Advertising and the internet: the difficult convergence — Ever since the crisis of Fordism, competition between companies has led to an increasingly fierce quest to draw the consumer’s attention to advertisements, engendering what we call audience saturation resulting from the ubiquitousness of advertising. This saturation is aggravated as the rising costs of broadcasting in the mass media continually drive advertisers to seek new forms of addressing the consumer. In this context, it would be reasonable to expect the Internet to become a privileged route of access to the consumer. However, the Internet’s relevance in traditional advertising is still negligible, at least in Brazil. This article strives to demonstrate this phenomenon, analyzing some recurring opinions in the advertising sector and explaining it in the light of an understanding of a broader advertising dynamics, thus contributing to the debate on the consequences of the advent of the Internet for the communication system and for culture. |
publishDate |
2009 |
dc.date.none.fl_str_mv |
2009-09-03 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://revistas.pucsp.br/index.php/galaxia/article/view/2104 |
url |
https://revistas.pucsp.br/index.php/galaxia/article/view/2104 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://revistas.pucsp.br/index.php/galaxia/article/view/2104/1243 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
PEPG COS-PUC-SP |
publisher.none.fl_str_mv |
PEPG COS-PUC-SP |
dc.source.none.fl_str_mv |
Galaxia; No. 17 (2009) GALÁxIA. Revista Interdisciplinar de Comunicação e Cultura; n. 17 (2009) 1982-2553 reponame:Galáxia (São Paulo) instname:Pontifícia Universidade Católica de São Paulo (PUC-SP) instacron:PUC_SP |
instname_str |
Pontifícia Universidade Católica de São Paulo (PUC-SP) |
instacron_str |
PUC_SP |
institution |
PUC_SP |
reponame_str |
Galáxia (São Paulo) |
collection |
Galáxia (São Paulo) |
repository.name.fl_str_mv |
Galáxia (São Paulo) - Pontifícia Universidade Católica de São Paulo (PUC-SP) |
repository.mail.fl_str_mv |
cos@pucsp.br||aidarprado@gmail.com |
_version_ |
1799129329232248832 |