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Comunicar Journal 21: Technologies in a global age (Vol. 11 - 2003)

Technological speech: between reality and marketing cover

Abstract

In our times, globalization determinates that identity must be built by comsuption. A citizen is not anymore one voice in public opinion, but a consumer´s choice. People do not belong to a nation, but to a «consumers´community of common understanding». Media and advertising have become the main tools of control population needs. To compare some advertising campaigns in Argentina may be useful to find the most important trends, and maybe to find also a global vision behind particular cases.