LIACOM took part in the I Ibero-American Conference on Advertising, held in Lisbon on October 6, which brought together researchers, lecturers, professionals, and students to discuss the contemporary challenges of communication and advertising in the Ibero-American context.
The LIACOM team had a significant presence at the event, contributing in several areas – from scientific and logistical organization to panel moderation and oral presentations exploring emerging topics such as artificial intelligence, brand activism, body representation, and the ethical dimensions of contemporary advertising.
The conference organizing team included researchers Jorge Veríssimo, Sandra Miranda and Hadassa Oliveira, together with the SOPCOM Advertising Working Group and the NOVA Communication Institute (ICNOVA). Jorge Veríssimo and Sandra Miranda also played key roles as session moderators, alongside researchers Ana Cristina Antunes and Carla Medeiros.
The oral presentations delivered by LIACOM members addressed a variety of innovative themes:
- Bruno Frutuoso Costa, Hadassa Oliveira, and Mariana Pinto explored “Stories That Unite Us: An Analysis of Rhetoric in Disney’s Advertising Campaigns.”
- Hadassa Oliveira, Alexandra Miguel, Sandra Miranda, and Jorge Veríssimo analyzed “The Use of Artificial Intelligence for Brand Activism Purposes: An Analysis of the Campaign ‘Dove | Let’s #KeepRealBeauty’ by Dove Portugal.”
- Hadassa Oliveira and Rodrigo Sanches presented “Artificial Intelligence and the Cyborg Body: Reflections on Emerging Trends in Female Beauty in Advertising.”
- Stover Ezequias discussed “Religious (In)visibility in Contemporary Advertising.”
- Vanda de Sousa and Jorge Veríssimo presented “Effects of AI on Advertising Communication – Algorithms, Aura, and Authorship: The Ethical and Ontological Challenge of Artificial Intelligence in Advertising Communication.”
LIACOM’s participation in the conference reinforces the research center’s commitment to the production and dissemination of critical knowledge on contemporary communication and advertising, highlighting the importance of the Ibero-American academic dialogue on the technological, social, and cultural frontiers of the field.