KITSCH CULTURE EXPRESSION ON ADVERTISING LANGUAGE

Authors

  • Enrico Rosa Trevisan
Supporting Agencies
Sem Financiamento

Keywords:

cultura kitsch, linguagem publicitária, indústria cultural

Abstract

ABTRACT

The article examines the concept of kitsch culture and its development within media production, particularly in the advertising field, aiming to contribute to the reflections that lie within the interdisciplinary realm of education, art and cultural history. Specifically, it examines how  "pure" or "authentic" artistic elements can be recognized in advertising language, by analyzing the case of the Absolut campaign, where aesthetic elements of Baroque art can be identified. The aesthetic similarity between the two  languages analyzed as well as the use of artistic  benchmarks  by  publicity language   is one  way through whicht kitsch culture manifests itself in contemporary society and it  expresses  the manner postmodern "cultural industry"  turns archetypes into stereotypes and how it standardizes mass consumers’ tastes.

 

Key words: kitsch culture; publicity language; cultural industry

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Published

31-10-2011

How to Cite

TREVISAN, E. R. KITSCH CULTURE EXPRESSION ON ADVERTISING LANGUAGE. Travessias, Cascavel, v. 5, n. 2, p. e5184, 2011. Disponível em: https://e-revista.unioeste.br/index.php/travessias/article/view/5184. Acesso em: 18 jul. 2024.

Issue

Vol. 5 No. 2 (2011)

Section

ARTE E COMUNICAÇÃO

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