The Advertising Industry in Latin America: A Contemporary Overview

T o say that advertising has a crucial role in the making of consumer culture is to state the obvious, yet the actual working of advertising as an industry is not widely understood. Although advertising as a cultural institution is certainly a metonym for the pervasive commercialization of social life being experienced across the world in the era of triumphant capitalist modernity, this chapter will show that as an industry, advertising needs to be conceived of more as an intricate and contingent set of relations between advertisers and the media, with advertising agencies as key intermediaries. These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.