Aerobatics in advertising: paradigms and paradoxes. Book review: Intartaglia, J. (2019). La pub qui cartonne! Les dessous des techniques publicitaires qui font vendre. De Boeck Superieur

In 2022, the new reality provokes an obvious bifurcation point for advertising: the collapse of old and the creation of new advertising alliances and agencies, fresh legislative initiatives in the field of online advertising are leading to a radical reconfiguration of the industrial landscape and professional competencies. At the same time, constant transformations exacerbate interest in the basic problems of advertising at the level of concepts and models. For the first time, the author solves (as a professional and researcher) a significant problem of interaction between a brand, a consumer and an advertising creator. The presented analysis of theory and practice seems to be the most accurate and convincing not only from the point of view of advertising technologies, but of social psychology, neuropsychology, cognitive science. It is quite natural, since Professor Intartaglia is one of the leading European researchers in the field of neurocommunication. The book is of undoubted interest for both theorists and practitioners of communication and advertising.