Sobre la naturaleza y efectos de la producción, la distribución y el consumo de la publicidad en la industria cultural

Abstract

The aim of our paper has been to analyse advertising within the context of popular culture that
is dominant in advanced capitalist societies and its dialectical relationship with it, since advertising
is not only a true mirror of such culture, but can also modify its most habitual standards. How, on
the other hand, the generalization of popular culture has given rise to the birth of an industry
capable of producing the standardized cultural products that massive culture consumption requires,
as connecting advertising to it the nature and effects of the process of production, distribution and
consumption of the advertising message as a cultural product can be studied.