A ESTÉTICA DO CONSUMO NA INTERTEXTUALIDADE ENTRE CINEMA E PUBLICIDADE FÍLMICA

• Autor(a) principal: Eduardo Ribaric, Marcelo
• Data de Publicação: 2011
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Ação Midiática
• Texto Completo: https://revistas.ufpr.br/acaomidiatica/article/view/25700
• topic: Film Advertising; Culture; Intertextuality; Consumption; Cinema; Publicidade Fílmica; Cultura; Intertextualidade; Consumo; Cinema

This essay examines a particular effect on the dialogic relationship between cinema andaudiovisual advertising, the aesthetics of consumption, whose presence is given as arepresentation of contemporary society, where advertising does not create or triggers newconsumption habits, just reflecting and refracting cultural habits of those alreadyestablished in these societies because it is nothing more than a simple expression of thesecultures. This particular effect of the film's narrative addresses their advertisingmessages, permeating society from a symbolic order, a property built by the seductive powerof the visual image, for its sensitivity, which allows you to invade personal space at anymoment to form intensely convincing images, and especially for its unsettling ability to"look into the eyes" of its audience, whether by television, cinema, internet or bymobile phone, none of the representations of the advertising film escapes thesuggestiveness of its own advertising. Its high definition picture does not intend to achievesharpness, but relief, the projection of a third dimension to the advertisement that seeks toachieve, through the eyes of its viewers, its social meaning. Finally, the problem to beinvestigated by this research is to know precisely how the narrative construction ofcontemporary advertising, associative basis of the interaction with the content withpublicized products, seeking to impose certain image / sign that does not refer directly tothe product or advertising, nor the reality that it stems from, but rather a system of valuesprevailing in society for whom the message, reaestheticize the signs and their meanings.