Publicity In The Age Of Postproduction: The Virtual Product

Abstract

The advertising material and its finished product has been very little studied in advertising research. This study aims to fill that gap. All advertising products in the current Digital Era must be created for both the mainstream media (especially in the field of internet) to unconventional ways, from the transversality of the product. The only way to achieve this, is that this product is malleable, manipulable and interchangeable from one medium to another. To achieve this goal it is necessary to know the possibilities that we postproduction. The main objective of this study is to reveal as post-production, the world of CGI (Computer Generated Imagery), computer graphics ultimately computational image reigns in the current broadcast advertising. Another goal we set ourselves is to appeal to the advertising professionals of the future to know these tools and provide researchers present a brief guide to the various ways to uncover the elements of the post.