The promise of happiness in the messages of commercial publicity
Abstract
From the beginning publicity has had to adapt itself to social changes. As a consequence, it has been constantly forced to change its ideas in order to call the attention of consumers. In this article we will study one of the main ideas of the philosophy of publicity as we know it nowadays: happiness in publicity. This concept is used either in an implicit or an explicit way in most of current advertisements. Thus, we will study the meaning of this concept, its origins and the way it was shaped, together with the different ways in which it is being introduced in current publicity.
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In order to support the global exchange of knowledge, the journal Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias is allowing unrestricted access to its content as from its publication in this electronic edition, and as such it is an open-access journal. The originals published in this journal are the property of the Complutense University of Madrid and any reproduction thereof in full or in part must cite the source. All content is distributed under a Creative Commons Attribution 4.0 use and distribution licence (CC BY 4.0). This circumstance must be expressly stated in these terms where necessary. You can view the summary and the complete legal text of the licence.
