Modelos mentales de comunicación y consumo. Una comparación intercultural de publicidad televisiva.

The article examines how television advertisements differ across various cultures. It provides a statistical analysis of the relations between face-to-face communications and technology based communication. It argues that the processes of globalization have produced contradictory consequences and that the term "globalization" should be reexamined to include more specific details. The analysis provided in the article uses contrasting examples from Germany and Ecuador concluding that the media models used failed in reframing and reinventing