The Traditional and Digital Advertising Spot: Theoretical Foundations, Artistic Features, and Production Stages

Résumé

This book offers a comprehensive study of the advertising spot as both a persuasive communication tool and an artistic audiovisual form. It examines the conceptual foundations of advertising, the evolution and production stages of traditional television spots, and the rise of digital advertising across interactive platforms. By addressing visual language, sound, narrative, multimedia techniques, artificial intelligence, augmented reality, and the metaverse, the book provides readers with a clear theoretical and practical understanding of how advertising spots are created, transformed, and experienced in contemporary media environments.