La publicidad, el lenguaje del consumo: Redefinición y prospectiva

in the last two decades advertising has crossed a period of crisis and redefinition. crisis understood as a change: change in the way of doing - the practice; change in the way to understand communication; change in the strategic way according to which the messages are inserted; and change in the traditional ways to understand mass media. in addition, the rol of the actors of the process of advertising communication are redefined: advertisers, agencies, media, brokers, suppliers, targets. this scenario still brings more uncertainty than certainties. the certain thing is that although there are some issues that still are permanent advertising no longer is the same. this article approachs the debate raised about the professional formation of the future advertising professionals focusing in the definition of contents and the procedures to be stablished in a field that appears heterogenous and in constant change.