Advertising in a modern format: exigencies and excesses [Articol]

Abstract

The advertising activity has become an indispensable factor for the efficient performance of the process of communicative-cultural interaction in the contemporary society. The essential function of the advertising content is to promote a certain product by informing about its qualities. At the same time, this information activity is oriented towards belief, for this purpose being applied a series of strategies, meant to trigger the buying process: gender stereotypes, sexuality elements, elements of violence, shock technique, humour technique etc. Of course, such advertising structures incite and draw attention to them, because they give the public an original, exciting and surprising status. However, the excessive juggling with such techniques represents rather an index of the advertisers’ unprofessionalism, with arrears in the field of advertising ethics.