PSYCHOLOGY, ADVERTISING AND LIFELONG LEARNING IN THE KNOWLEDGE SOCIETY
PSYCHOLOGY, ADVERTISING AND LIFELONG LEARNING IN THE KNOWLEDGE SOCIETY

Summary/Abstract: Advertising acts as an economic phenomenon, related to the free market and as a cultural phenomenon, using symbolic contents by means of the media. The dual nature of advertising results from this double structure: the conflictual nature, due to the competition between brands and social legitimacy, enabling a consensual communication with the public. Imposing no limitation to individual freedom and stimulating human needs, advertising implies the harmonious combination of creativity, originality with the existing wishes. Paradoxically, advertisers think that the public has become very sceptical to advertising topics, so that its mental capacity, behaviour can no longer be influenced by external intrusions; therefore, the attack to the subconscious was resorted to in order to fight against the conscious mistrust. In this world of continuous change, of the new technology, breaktrhoughs, the human spirit tends to protect itself by the conscious act of the eagerness to know, understand, acquire, to learn all life long.

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