Advertising in the post-media era

Beyond spectacle and emotion

Abstract

The expansion of the mediasphere has accelerated with the arrival of new media and communication channels, creating a vast space for brands to connect with their audience through advertising. This phenomenon has been enhanced in the current era, characterized by the cybersphere, where the virtual and the physical converge in a two-dimensionality. In this environment, new possibilities open up for advertising strategies and campaigns, marking the emergence of a post-media environment. This environment overcomes the old paradigm of the division between traditional media (ATL) and alternative media (BTL), which were previously clearly separated. Now, advertising encompasses a broad spectrum of media, from television to augmented reality, opening up a range of opportunities for brands. However, this expansion has also generated media and symbolic saturation, challenging brands to find creative ways to stand out in an increasingly diverse and competitive market.