by João Ricardo Matta · Edizioni Sapienza · tapa blanda · ISBN 9786202416726
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This book explores how Generation Y youth consume media and relate to advertising, taking into account the contemporary scenario of abundance and proliferation of information everywhere. The author investigates the perception of these young people regarding different communication tools and their strategies, such as merchandising actions, transmedia storytelling, and multimedia advertising, among others. The book also addresses curious aspects of themes such as stories inserted in advertising, from the times of Monteiro Lobato, with his character Jeca Tatu, created for the famous medicine Biotônico Fontoura, to advertising in the digital world and the omnipresence of media.
