This book aims to provide the reader with some basic ideas, concepts, and material for the study of advertising. It draws from findings in various cognitive fields but primarily revolves around the central concept of communication.
It largely takes the form of a review of already published studies, while the second part mainly refers more to methodological questions about how advertising can be studied rather than extensive examples of analysis.
Given that advertising influences our thoughts, our emotions, and our lives in general, it is urgent to understand how it works and to equip ourselves with information and ideas to determine whether it truly constitutes a necessary and useful form of communication in society.
The aspiration of this book is to contribute to this endeavor, helping the public to realize the representations and values that are perpetuated through advertising, as well as the structures that determine the significance of these representations and values.
[Excerpt from the text on the back cover of the edition]
