Contemporary challenges for advertising professionals

Economic, professional, technological and social transformations

Abstract

This article aims to systematize the challenges that advertising professionals face in a field that
demands constant updates and continues to change. We start from a bibliographic analysis, from
authors in the field of advertising, and we make use of the categories proposed by Canavilhas
(2015), which points out the challenges for journalism professionals. We seek to investigate
tensions from the following question: what are the main contemporary challenges that
professionals face in the field of advertising and what are the solutions that the market has been
finding to face these obstacles? We bring as indications of response to this complex problem, 16
contemporary challenges in advertising divided into four categories: professional, technological,
economic and social challenges.