2021-05-102021-05-102019-06COCA, Adriana Pierre; SANTOS, Alexandre Tadeu dos. Las fronteras de la publicidad televisada en la era de conexión. Significação: revista de cultura audiovisual, São Paulo, v. 46, n. 51, p. 154-170, jan./jun. 2019.http://repositorio.bc.ufg.br/handle/ri/19453This reflection considers the boundaries between the Internet and televised advertising, using the Semiotics of Culture as the theoretical and methodological approach. The discussion is based on the concept of boundary proposed by Lotman (1999) and on discussions made by Jenkins et al. (2014) and Manovich (2005) on the era of the connection of culture, as well as the notes made by Machado A. (2011) on the audiovisual. We focus on the dialogue and the intersections between the different sign systems due to believing that as the Internet transformed the way advertising is produced, at the same time the internet also overlaps with it.spaAcesso AbertoSemiótica de la culturaPublicidad televisadaEra de la conexiónFronterasSemiotics of cultureTelevision advertisingConnection ageBoundaryArtigo10.11606/issn.2316-7114.sig.2019.144361