From the crisis of control to the turn of hypercontrol One of the most interesting thesis on marketing and advertising explains how their rise spread from a reaction to an increasing state of lack of control. In the XIX century a huge industrial push increased enormously a productive capacity that, suddenly, had to wide its selling horizon - and, as result, the terms of consumption. Marketing and advertising engaged themselves on how to match producer and consumer needs at large scale. After some centuries, we can say that marketing gained esteem and dignity regarding its …