Abstract
In today’s “liquid modern world” where everything is transitory and perishable and consumerism has become a social product in itself accelerating the cyclic reposition of worn goods and services, nourished by a fear of dropping out of “the social circulation” of esteem and human networks a growing number of critical societal actors have started to demand a more responsible approach for commercial communication, requiring more complete, accurate and truthful information about brands and corporations. Consumers, consumer organizations, communication scholars and media, among others, are willing to become part of the co-creation of brand information and stories, moving the focus from disinformation to information, responding to the demands for a more responsible commercial world, aligned with the emerging concept of responsible research and innovation (RRI). New interactive ways of advertising and the blurring of boundaries between advertising and entertainment also contribute to creating a challenging scenario for future advertising professionals who need to re-define their way of informing and communicating not only with consumers but all other societal stakeholders. The purpose of this article is to explain how including advertising literacy and education in the curricula of university level communication studies and applying innovating teaching methodology can efficiently respond to at least part of these new societal demands, emphasizing the “right impacts and values” of advertising by future communicators.
