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This book explores how Generation Y youth consume media and relate to advertising, taking into account the contemporary scenario of abundance and proliferation of information everywhere. The author investigated these young people's perceptions of various communication tools and strategies, such as merchandising, transmedia storytelling, and multimedia advertising, among others. The book also addresses curious aspects of topics such as the stories inserted in advertisements, from the time of Monteiro Lobato, with his character Jeca Tatu, created for the famous Biotônico Fontoura medicine, to advertising in the digital world and the omnipresence of the media.