Tears in the rain: advertising in the future and the future of advertising

Abstract On the verge of the second decade of the 21st century, anachronistic conceptions and representations of advertising still emerge, even after the emergence of seminal works on its relevance as a social text, consumer rhetoric and cultural “product” that enunciates the other products. In the present article, we discuss the prejudiced and reductionist view of advertising, as well as the changing and innovative forms that it has presented in recent decades, added to its traditional configurations, aiming at its media “permanence” in the times to come. For that, let’s take advantage of the fiction novel “Tears in the rain”, by Spanish writer Rosa Montero, which presents advertising tactics used in 2109, the year in which the story takes place - almost a century ahead of us -, as well as studies of history and the advertising language.