From media’s strength to content’s power: revision of business models in advertising
DOI:
https://doi.org/10.30962/ec.1211Keywords:
Publicidade. Remuneração pelas mídias. Poder do conteúdo.Abstract
Part of a wider research, this article rises data that allows identifying changes in the advertising practice, enhanced by social, cultural and technological changes. It intends to review the evolution of the models of advertising agencies in Brazil, identifying the advertising field and its changes over the years. The final research wants to recognize: how these changes impact in the advertising market? It is an exploratory approach, with bibliographical and documentary researches. As a result, it is noticed – without disregarding the natural economic logic of the advertising business – the technological and symbolic logics start to intervene with strength in advertising practice.Downloads
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