Journal title SOCIOLOGIA E POLITICHE SOCIALI
Author/s Maria Angela Polesana
Publishing Year 2014 Issue 2014/2 Language Italian
Pages 13 P. 139-151 File size 134 KB
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Since 2001 consumers, hit by a financial crisis that has spread in our country as well as in the rest of Europe, having to do with a shrinking income, have started to significantly change their consumption habits thus generating new patterns of consumption. A new ranking of values (territory is now important as well are respect for environment and nature in general and the request for ethics and transparency from manufacturers) has then determined and developed a different set of new consumption options. At this point question arises if advertising, an important link between consumer and product, is able to carry and deliver the new developing system of values in an effective manner. Advertising should do this, given his closeness to the social climate it describes and that should be the theme of any advertising piece. The quali-quanti analysis of those spots broadcasted by several Italian TV networks between April 4 and July 4, 2012 shows that advertising is changing consistently with a changed social and cultural scenario: no text can indeed exists without its reader.
Keywords: Advertising ; New Values; Sociology of Consumption; Degrowth; Storytelling.
Maria Angela Polesana, Pubblicità e postcrescita in "SOCIOLOGIA E POLITICHE SOCIALI" 2/2014, pp 139-151, DOI: 10.3280/SP2014-002009