New communication challenges in the digital age: evolution of advertising

Abstract

The review of the status quaestionis studies content generation for traditional media and the integration of digital media to carry out an analysis on the effects of digital transformation. The evolution of advertising in the twentieth and twenty-first centuries derives from the importance of the evolution of the media. In general, the change inherent in digital transformation impacted advertising agencies, which went from being creators of campaigns for mass media to being storytellers, who now use script as a narrative axis for people, brands, products and services to transit optimally for the online and offline world. Corporate structures were forced to make changes in their strategic planning areas in order to adequately serve their existing clients and prospects. For this reason, screenwriting has taken supremacy in international agencies as the axis for media industries that seek to create new content that impacts the minds of mass audiences.