Abstract:

The object of this study is an attempt to answer this fundamental question, and to try to grasp and define the changing role of advertising campaigns. The first part will consist of an analysis of the changes in the 1970's, which can be understood through observations of certain advertisements presented as examples. The second part deals with the causes for these changes, which can be observed in the mechanisms of advertising campaigns. These transformations have important consequences on the attitudes of multinational corporations, political parties and administrative agencies. And finally, in the last part, we look at the results of these changes in a more long-term perspective and analyse the significance of this evolution in advertising as a cultural phenomenon in a turbulent environment in times of economic crisis.