The contemporary television advertising phenomenon and the impact of changes in sound supports and resources

Abstract

The purpose of this article is to study the television advertising phenomenon in contemporary audiovisual media. For this, some lines of work have been established, covering, on the one hand, its evolution in the national panorama, as well as a detailed typological approach to its supports / formats. On the other hand, special attention has been paid to the sound element, focusing on various issues, such as its functionality, resources and "musical forms" of greater significance. It shows a late origin that responds to the exponential technological development that has occurred in recent decades. Consequentle, audiovisual advertising is a enormous field of study for the sake of expansión whose bibliographic corpus must be constantly reviewed and updated, due to the existence of wide range of possibilities —a consummate fact—, having as a casual factor the processes of experimentation and a common denominator: brevity and conciseness, features determined by economic issues.