Lo spot pubblicitario nell’era digitale. Audiovisivi e strategie tra off line e on line

Advertising is a part of commercial communication affected in recent years by significant cultural and social changes as a result of the transformation of the media system and, more generally, the advent of the digital technologies. The focus of this essay is on audiovisual advertising, a specific textual form that often provides research topics for semiotics. Also referring to a multi-disciplinary bibliography, we will investigate how the long-standing audiovisual form (the canonical thirty seconds of the TV commercial) has evolved over the last few years and has changed its status, taking on a different role in the off and on-line multimedia plan of many brands.