Press adverts for financial products in the UK and Spain : a contrastive analysis

Abstract

Advertising, like many other modes of communication, has become increasingly global in nature over the last decades of the twentieth century and the first of the twenty-first. As the world‟s population congregates in urban areas, exposure to promotional messages of one kind or another becomes more intense. At the same time, the ever-more globalised production and distribution systems make the same, or very similar, products and services available to millions of people living in different parts of the world, leading many advertisers to use the same campaigns worldwide.