Advertising urban murals: an analysis from social semiotics
Autor(a) principal: | |
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Data de Publicação: | 2020 |
Outros Autores: | |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | https://doi.org/10.48619/cap.v1i2.98 |
Resumo: | Murals have come to stand out as the main artistic production in cities, observing their development and growing appreciation. Such a projection has aroused the interest of brands in its profitability as an alternative to advertising photography, associated with its great visibility and communication potential. The murals changed the signs of the urban fabric, promoting new and different forms of interaction with the physical expression of the urban context. Urban art murals as well as advertising murals are analyzed through social semiotics, using meta-functions – ideational, interpersonal and intertextual – both verbally and visually. It is possible to see that all the murals are polysemic, rich in possible interpretations. Murals associated with brands are more consistently conditioned by the mandatory presence of elements associated with the brand, not translating into less symbolic charge. A greater need for deciphering and metaphorical interpretation is associated with non-commercial urban art murals, however, it is not even possible to distinguish on an aesthetic level what is an artistic mural from a commercial one. |
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Advertising urban murals: an analysis from social semioticsMurais urbanos publicitários: uma análise a partir da semiótica socialMurals have come to stand out as the main artistic production in cities, observing their development and growing appreciation. Such a projection has aroused the interest of brands in its profitability as an alternative to advertising photography, associated with its great visibility and communication potential. The murals changed the signs of the urban fabric, promoting new and different forms of interaction with the physical expression of the urban context. Urban art murals as well as advertising murals are analyzed through social semiotics, using meta-functions – ideational, interpersonal and intertextual – both verbally and visually. It is possible to see that all the murals are polysemic, rich in possible interpretations. Murals associated with brands are more consistently conditioned by the mandatory presence of elements associated with the brand, not translating into less symbolic charge. A greater need for deciphering and metaphorical interpretation is associated with non-commercial urban art murals, however, it is not even possible to distinguish on an aesthetic level what is an artistic mural from a commercial one.Os murais têm se vindo a destacar como a principal produção artística nas cidades observando-se o seu desenvolvimento e crescente valorização. Tamanha projeção veio despertar o interesse por parte de marcas na sua rentabilização como uma alternativa à fotografia publicitária, associando-se a sua grande visibilidade e potencial de comunicação. Os murais vieram alterar os signos da malha urbana, promovendo novas e diferentes formas de interação com a expressão física do contexto urbano. São analisados, através da semiótica social, murais de arte urbana assim como murais de cariz publicitário com recurso a meta-funções – ideacional, interpessoal e intertextual – tanto a nível a verbal como visual. É possível constatar que todos os murais são polissémicos, ricos em possíveis interpretações. Os murais associados às marcas encontram-se condicionados de forma mais consistente pela obrigatoriedade da presença de elementos associados à marca, não se traduzindo em menor carga simbólica. Aos murais de arte urbana, não comerciais, associa-se uma maior necessidade de decifração e interpretação metafórica, no entanto, nem é possível distinguir a nível estético aquilo que é um mural artístico de um comercial.Urbancreativity.org2020-02-11T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttps://doi.org/10.48619/cap.v1i2.98oai:journals.ap2.pt:article/98CAP - Public Art Journal; Vol 1 No 2 (2019): Narrative in Public Art; 19 - 29Cadernos de Arte Pública; v. 1 n. 2 (2019): Narrative in Public Art; 19 - 29CAP - Cadernos de Arte Pública / Public Art Journal; v. 1 n. 2 (2019): Narrativa e Arte Pública; 19 - 292184-6197reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAPporhttps://journals.ap2.pt/index.php/CAP/article/view/98https://doi.org/10.48619/cap.v1i2.98https://journals.ap2.pt/index.php/CAP/article/view/98/121Copyright (c) 2020 CAP - Cadernos de Arte Pública / Public Art Journalinfo:eu-repo/semantics/openAccessdos Reis, Mariana CostaElias, Helena2022-09-20T11:04:24Zoai:journals.ap2.pt:article/98Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T15:48:58.065866Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Advertising urban murals: an analysis from social semiotics Murais urbanos publicitários: uma análise a partir da semiótica social |
title |
Advertising urban murals: an analysis from social semiotics |
spellingShingle |
Advertising urban murals: an analysis from social semiotics dos Reis, Mariana Costa |
title_short |
Advertising urban murals: an analysis from social semiotics |
title_full |
Advertising urban murals: an analysis from social semiotics |
title_fullStr |
Advertising urban murals: an analysis from social semiotics |
title_full_unstemmed |
Advertising urban murals: an analysis from social semiotics |
title_sort |
Advertising urban murals: an analysis from social semiotics |
author |
dos Reis, Mariana Costa |
author_facet |
dos Reis, Mariana Costa Elias, Helena |
author_role |
author |
author2 |
Elias, Helena |
author2_role |
author |
dc.contributor.author.fl_str_mv |
dos Reis, Mariana Costa Elias, Helena |
description |
Murals have come to stand out as the main artistic production in cities, observing their development and growing appreciation. Such a projection has aroused the interest of brands in its profitability as an alternative to advertising photography, associated with its great visibility and communication potential. The murals changed the signs of the urban fabric, promoting new and different forms of interaction with the physical expression of the urban context. Urban art murals as well as advertising murals are analyzed through social semiotics, using meta-functions – ideational, interpersonal and intertextual – both verbally and visually. It is possible to see that all the murals are polysemic, rich in possible interpretations. Murals associated with brands are more consistently conditioned by the mandatory presence of elements associated with the brand, not translating into less symbolic charge. A greater need for deciphering and metaphorical interpretation is associated with non-commercial urban art murals, however, it is not even possible to distinguish on an aesthetic level what is an artistic mural from a commercial one. |
publishDate |
2020 |
dc.date.none.fl_str_mv |
2020-02-11T00:00:00Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://doi.org/10.48619/cap.v1i2.98 oai:journals.ap2.pt:article/98 |
url |
https://doi.org/10.48619/cap.v1i2.98 |
identifier_str_mv |
oai:journals.ap2.pt:article/98 |
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por |
language |
por |
dc.relation.none.fl_str_mv |
https://journals.ap2.pt/index.php/CAP/article/view/98 https://doi.org/10.48619/cap.v1i2.98 https://journals.ap2.pt/index.php/CAP/article/view/98/121 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2020 CAP - Cadernos de Arte Pública / Public Art Journal info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2020 CAP - Cadernos de Arte Pública / Public Art Journal |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Urbancreativity.org |
publisher.none.fl_str_mv |
Urbancreativity.org |
dc.source.none.fl_str_mv |
CAP - Public Art Journal; Vol 1 No 2 (2019): Narrative in Public Art; 19 - 29 Cadernos de Arte Pública; v. 1 n. 2 (2019): Narrative in Public Art; 19 - 29 CAP - Cadernos de Arte Pública / Public Art Journal; v. 1 n. 2 (2019): Narrativa e Arte Pública; 19 - 29 2184-6197 reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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