The Cultural Component in Advertising Analysis. A Non-numerical Vision of the Programmatic Advertising

摘要

In this text I try to present the first approximation (my first such) to the idea of how Culture, from an anthropological point of view, is a variable; bearing in mind advertising analysis which seeks to establish a model of analysis for programmed advertising. The cultural counterfoil forms a part of the map of the mediations, together with the technologies involved in communication, production logistics and media competitors. This exposition attempts to sketch the passage which, starting from the study of advertising language, has brought me to this (fluid, mutating, hybrid) relationship between the brands and postmodern social culture, and am interest in their being open topics, which occupy our current research and which, in my opinion, take into account the fundamentals of Brand Advertising Discourse. In this exploratory text, I will look for the links between the cultural bases of our society and new ways of programming and designing advertisements; and of how technology based on numerical calculations appears as an aid to explain and apply qualitative data, that is not quantifiable, in the successful segmentation of target groups.