This article has been subjected to double blind peer review

This article has been published in: Ocula 33, New Forms of Textuality in Advertising Communication: Discourses, Practices and Narratives

author: Cinzia Bianchi (Dipartimento di Comunicazione ed Economia, Università di Modena e Reggio Emilia (IT))

Commercials in the Digital Age. Audiovisual Texts and Strategies between Off-line and On-line

language: italian

abstract: Advertising is a part of commercial communication affected in recent years by significant cultural and social changes as a result of the transformation of the media system and, more generally, the advent of the digital technologies. The focus of this essay is on audiovisual advertising, a specific textual form that often provides research topics for semiotics. Also referring to a multi-disciplinary bibliography, we will investigate how the long-standing audiovisual form (the canonical thirty seconds of the TV commercial) has evolved over the last few years and has changed its status, taking on a different role in the off and on-line multimedia plan of many brands.

citation information: Cinzia Bianchi, Lo spot pubblicitario nell'era digitale: audiovisivi e strategie tra off-line e on-line, "Ocula", vol.26, n.33, pp.50-66, March 2025. DOI: 10.57576/ocula2025-6

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