Futuro anteriore. Pubblicità, cambiamento, anticipazione

In this paperwe are going to focus on the evolution of advertising within the background of a general observation on change –of codes, contents, and channels-undertaken by the advertising communication along last years, particularly upon the technological evolution and the progress of technology. Everything has changed: the structure of the agency (more and more deconstructed), the attitude of the recipients (increasingly active and present on social channels); the contents have changed too, more indirect and connotative.This is the effect of at least two international crisis, in 2008 then in 2011, after the Sears Towers attack. We are today facing another global crisis, due to Covid-19 epidemy: advertising has first reacted simply adapting its figurative backgroundsfollowing the unusual lockdown situation, but now it’s elaborating its own position in our society, its evolution, the becoming role of brands and the capitalistic society itself. We suggest to push forward this consideration, and choose the way of theanticipatory thinking and scenarios building.