SYMBOLIC EXAGGERATION IN CONTEMPORARY ADVERTISING
SYMBOLIC EXAGGERATION IN CONTEMPORARY ADVERTISING

Summary/Abstract: The contemporary advertising universe, empowered by the emergence of the new digital communication channels, manages to interact with the consumer public, eliminating, apparently, any barrier of time and space, with communication taking place instantly. Online campaigns, whether they are carried out in a professional manner through professional agencies, or whether they are carried out by freelance influencers, manage to influence in an unprecedented way the perceptions and lifestyles of buyers. The online universe is currently the channel with the fewest regulations from a legal and professional point of view. The absence of these regulations generates deep ethical and professional dysfunctions, generating confusion at a symbolic level or even strong messages of the fake-news type. The danger of generalizing such an approach at the level of the contemporary advertising spectrum lies in misleading the consumer public.

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