ADVERTISING - A FACTOR IN THE SOCIAL AND ECONOMIC DEVELOPMENT. BEAUTY IN THE EYE OF THE BEHOLDER

Every time we open a newspaper or we turn on the TV, we see sellers of almost identical products spending huge amounts of money in order to convince consumers to buy their brands. Advertisers are not in a position to enforce consumption on a target group, but they have the power to dominate by transmitting their messages through television programmes, magazines and other media. Having proven its force in the movement of economic goods and services, nowadays, advertising has been directed in increasing quantity towards matters of social concern. Furthermore, modern advertising is a complex segment of urban industrial civilization, reflecting contemporary life in its real aspects. Advertising has changed in its culture, due largely to the switch from informational to a more expressive conceptual way of communication with consumers. This change has offered the audience less cognition about products and more sensory orientated heuristics about positions, branding and ethical standards of companies. The purpose of the research is to develop a framework for an analysis of new media advertising that focuses on its social implications and its switch from a pure contextual aspect to hybrid, a bridge between types of informational and emotional advertising which refined the way consumers make decisions about products and services. This assessment will perform analyses of a real balance between ways to persuade consumers and, their belief and feelings.