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A publicidade sem caráter e a estética do velamento

In the last decades, the advent of technology in the media has led advertising agencies to adopt new ways of producing and delivering messages to advertising brands and their products and services, such as packaging marketing, branded content, live experience. This paper discusses the use of one of these intensely explored advertising strategies in present times, namely product placement, supporting us by Byung-Chul Han’s reflections in his work The Salvation of the Beautiful (2019). Our theory signals that advertising, in order to cater to the unspecified consumer (the one in which nothing is sculpted or fixed), has also become “flat”, thanks above all to its “veiling aesthetics”.