Masking and Transfiguration of Advertising in Digital Entertainment Culture

Abstract

The transformation of the advertising system is the result of the dynamic interaction of three dimensions: advertising proposals, consumer response, and advertising effectiveness resulting from the interaction. The decrease in advertising effectiveness at the end of the last century, together with a set of technological and socio-cultural factors, has given rise to new advertising proposals distributed through new multidirectional communicational contexts and new formats that continue to privilege a type of direct advertising. However, these new advertising proposals have focused on the first dimension of the advertising system and have not sufficiently taken into account scientific advances on the psychological nature of the consumer. This has produced a series of imbalances whose analysis has led to the identification of a phenomenon of masking and transfiguration in a type of indirect advertising, emerging in the culture of digital entertainment, which benefits from scientific advances on the current conception of affective-cognitive processing.