Search

HbbTV technology and the growing penetration of connected televisions allow adding interaction on TV commercials, though its use is still testimonial. This paper aims to analyze the perception, preferences and motivations of users regarding interactive advertising. An experiment is designed in which the sample visualizes a rotation of commercials that includes three interactive ads and, subsequently, completes a questionnaire. Results show a lower perception of interactivity in older subjects, which are also more reluctant to interact with these ads. [ABSTRACT FROM AUTHOR]

This paper holds a reflection on the role played by advertising speech in today's society, taking as a reference some of the ideas that have been discussed regarding the Good Living and questioning also, from a theoretical and critical perspective, the way mankind is related with nature. The phenomenon of consumerism is questioned founding a debate about the responsibility of citizens, who ought to be aware of the risks of certain attitudes and actions for the whole natural environment. [ABSTRACT FROM AUTHOR]

The current system of production and consumption uses advertising to communicate to receivers and consumers the need for an exponential growth economy. The mainstream commercial advertising shows realities individuals have to desire and, ultimately, to need. Nevertheless those needs do not lead to a good life. On the contrary, commercial advertising causes social distances, make worse the damaging effects of the capitalist economy and creates obstacles for change. The aim of this paper is to analyze the relationship between advertising and good living from a critical perspective. Going through a reflexive method, it explores the theory of needs and the possibility of an advertising that encourages degrowth. [ABSTRACT FROM AUTHOR]