Artvertising: amores e dissabores entre a arte e a publicidade
Carregando...
Data
2009-11-27
Autores
Orefice, Murilo Marcos [UNESP]
Título da Revista
ISSN da Revista
Título de Volume
Editor
Universidade Estadual Paulista (Unesp)
Resumo
As produções culturais contemporâneas atuam umas sobre as outras, num incessante processo de multirreferenciação. Duas das mais ativas, nesse sentido, são a arte e a publicidade. Este trabalho nasceu a partir da constatação desse intenso inter-relacionamento entre esses ramos e da necessidade de procurar entender como se processam a apropriação, a ressignificação e a miscigenação de elementos da arte pela publicidade e vice-versa, bem como sua influência sobre o ambiente cultural, sobre o leitor e sobre as próprias atividades. Este estudo procura analisar os processos e os procedimentos técnicos, estéticos e semânticos que são utilizados pela publicidade com influência da arte, especialmente da produção artemidiática. Ainda intenta entender o uso que as Artes Visuais fazem da publicidade e das manifestações culturais massivas. Além da base de pesquisa bibliográfica, foram tomadas como matriz para esse estudo análises de diversas peças publicitárias, procurando-se apreender a influência artística presente nelas. Também foi realizada uma pesquisa junto a profissionais da publicidade, levantando seus processo de criação e a utilização da arte nesse ambiente. Além disso, foi produzida uma série de peças de arte fundamentadas na publicidade, com o obvjetivo de entender os diálogos e as influências recíprocas de uma forma empírica. Esta pesquisa está publicada na revista digital ARTVERTISING (www.artvertising.com.br), tornando-se ponto de partida conceitual e estético para uma discussão constante sobre as interações entre arte e publicidade
The contemporary cultural productions influence one another in a ceaseless process of multi-referencing. Two of the most active in this sense are art and advertising. This work started from de observation of this intense interrelationiship between these segments and the need to understand how functions the appropriation, the reframing and the elements miscegenation from art to advertsing and vice versa, as well as its influence on the cultural environment, on the reader and on those activities themselves. This study seeks to evaluate the processes and technical, aesthetics and semantics procedures used by advertsing with art influence, especially from mediatic art production. And also tries to understand how Visual Arts uses advertising and cultural mass events on their work. In addition to bibliogragraphic research, analysis of several advertisements were taken as the bais for this study, aiming to extract the artistic influence on them. A survey with advertising professionals was also carried out, looking up their creation process and use of art in this environment. Furthermore, the author has produced a series of artworks based in advertising, in order to understand the dialogues and the reciprocal influences empirically. This research is published in the digital magazine ARTVERTISING (www.artvertising.bom.br), becoming a conceptual and aesthetic starting point to a constant discussion about the interaction between art and advertising
The contemporary cultural productions influence one another in a ceaseless process of multi-referencing. Two of the most active in this sense are art and advertising. This work started from de observation of this intense interrelationiship between these segments and the need to understand how functions the appropriation, the reframing and the elements miscegenation from art to advertsing and vice versa, as well as its influence on the cultural environment, on the reader and on those activities themselves. This study seeks to evaluate the processes and technical, aesthetics and semantics procedures used by advertsing with art influence, especially from mediatic art production. And also tries to understand how Visual Arts uses advertising and cultural mass events on their work. In addition to bibliogragraphic research, analysis of several advertisements were taken as the bais for this study, aiming to extract the artistic influence on them. A survey with advertising professionals was also carried out, looking up their creation process and use of art in this environment. Furthermore, the author has produced a series of artworks based in advertising, in order to understand the dialogues and the reciprocal influences empirically. This research is published in the digital magazine ARTVERTISING (www.artvertising.bom.br), becoming a conceptual and aesthetic starting point to a constant discussion about the interaction between art and advertising
Descrição
Palavras-chave
Artemídia, Publicidade, Arte, Comunicação visual, Artmedia
Como citar
OREFICE, Murilo Marcos. Artvertising: amores e dissabores entre a arte e a publicidade. 2009. 148 f. Dissertação (mestrado) - Universidade Estadual Paulista Júlio de Mesquita Filho, Instituto de Artes de São Paulo, 2009.