Advertising discourse in the twenty-first century. From television to the Internet. New media or new forms of audio-visual consumption?

Abstract

The study of XXI century advertising communication shows the importance of its ongoing development. Certainly this developement greatly affects the way that brands perform their advertising strategies. But undoubtedly audiovisual format is still the most used by agencies and advertisers to contact their audience.

The twentieth century was defined by development of the use of television, and XXI century is defined by development of internet usage, but the real question is if this change is just a change of mean of communication or a change of strategies and audiovisual advertising format to reach the target audience.

Current advertising messages are more interactive. Often consumers voluntarily participate in the campaign and even distribute it.

The change is of formats but of consumer´s relationship with audiovisual advertising message and product.