Una fase decisiva en la evolución de la publicidad: la transición del producto a la marca
Keywords:
Commodity, Branding product, Brand personality, Fordist consumer, Postfordist hiperconsumer
Abstract
The purpose of this paper is to present two decisive texts in the advertising history, because they are, probably the first to express the transition from product to brand like advertising’s object and reference, and the first to begin with the era of «big advertising» or the era of building Brands, as opposed to the previous era of «little advertising» which just announced products.Downloads
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Published
2010-06-01
How to Cite
Caro A. (2010). Una fase decisiva en la evolución de la publicidad: la transición del producto a la marca. Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias, 3(2), 109-132. https://revistas.ucm.es/index.php/PEPU/article/view/PEPU0909220109A
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