Cartazes e outdoors na poética da intempérie

Detalhes bibliográficos
Autor(a) principal: Cañizal, Eduardo Peñuela
Data de Publicação: 2007
Tipo de documento: Artigo
Idioma: por
Título da fonte: Significação (Online)
Texto Completo: https://www.revistas.usp.br/significacao/article/view/90558
Resumo: In using the concepts of Groupe p on visual metaphor, this article is an attempt of reading outdoors and posters through which erratic senses manifest. The proposal consists in conceiving the visual metaphors like effects of two different manners used to produce the metaphoric forms: on one hand, the visual metaphor results of the application of rules established by the rhetorical disciplines; on the other, the work deals with a kind of poetical rupture determined by the intervention of natural agents: the wind and the rains, for example. These differences authorize to distinguish the metaphorical processes as a result of cultural models or as a consequence of natural forces. In the first case, the visual metaphor is a construct done according to the norms of a normative poetics and, in the second case, the metaphorical construct is prepared by natural phenomena, it means that its products are not rational, but they can be read and they belong to weather action poetics. The work ends making some considerations about the function of these tropes in the visual communication.
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spelling Cartazes e outdoors na poética da intempérieCartazes e outdoors na poética da intempérieCartazesOutdoorsComunicação visual e leitura de metáforas visuaisOutdoorsPostersVisual communicationand reading of visual metaphorsIn using the concepts of Groupe p on visual metaphor, this article is an attempt of reading outdoors and posters through which erratic senses manifest. The proposal consists in conceiving the visual metaphors like effects of two different manners used to produce the metaphoric forms: on one hand, the visual metaphor results of the application of rules established by the rhetorical disciplines; on the other, the work deals with a kind of poetical rupture determined by the intervention of natural agents: the wind and the rains, for example. These differences authorize to distinguish the metaphorical processes as a result of cultural models or as a consequence of natural forces. In the first case, the visual metaphor is a construct done according to the norms of a normative poetics and, in the second case, the metaphorical construct is prepared by natural phenomena, it means that its products are not rational, but they can be read and they belong to weather action poetics. The work ends making some considerations about the function of these tropes in the visual communication.Ancorado nos conceitos do Groupe p sobre a metáfora visual, o presente artigo é uma tentativa de leituras de outdoors e cartazes através dos quais circulam sentidos erráticos. O propósito desenvolvido se fundamenta em duas modalidades utilizadas pra a produção de formas metafóricas; de um lado, a metáfora visual resulta da utilização de normas retóricas; de outro, ela se engendra na intervenção de agentes naturais que deterioram textos originais. Tais diferenças autorizam a distinção de dois processos metafóricos. No primeiro, a metáfora visual é um construto feito segundo as regras de uma poética normativa e, no segundo, a figura poética nasce da intervenção dos elementos da natureza pertencentes a uma poética da intempérie, mas seus resultados podem ser lidos seguindo os modelos retóricos conhecidos. O artigo termina fazendo algumas considerações a respeito da função destes dois processos na comunicação visual.Universidade de São Paulo. Escola de Comunicações e Artes2007-09-30info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado pelos paresapplication/pdfhttps://www.revistas.usp.br/significacao/article/view/9055810.11606/issn.2316-7114.sig.2007.90558Significação: Journal of Audiovisual Culture; Vol. 34 No. 28 (2007); 43-67Significação: Revista de Cultura Audiovisual; v. 34 n. 28 (2007); 43-672316-71141516-4330reponame:Significação (Online)instname:Universidade de São Paulo (USP)instacron:USPporhttps://www.revistas.usp.br/significacao/article/view/90558/93313Copyright (c) 2007 Eduardo Peñuela Cañizalhttp://creativecommons.org/licenses/by-nc/4.0info:eu-repo/semantics/openAccessCañizal, Eduardo Peñuela2019-04-01T20:02:19Zoai:revistas.usp.br:article/90558Revistahttp://www.usp.br/significacao/PUBhttp://www.revistas.usp.br/significacao/oai||significacao@usp.br2316-71141516-4330opendoar:2019-04-01T20:02:19Significação (Online) - Universidade de São Paulo (USP)false
dc.title.none.fl_str_mv Cartazes e outdoors na poética da intempérie
Cartazes e outdoors na poética da intempérie
title Cartazes e outdoors na poética da intempérie
spellingShingle Cartazes e outdoors na poética da intempérie
Cañizal, Eduardo Peñuela
Cartazes
Outdoors
Comunicação visual e leitura de metáforas visuais
Outdoors
Posters
Visual communication
and reading of visual metaphors
title_short Cartazes e outdoors na poética da intempérie
title_full Cartazes e outdoors na poética da intempérie
title_fullStr Cartazes e outdoors na poética da intempérie
title_full_unstemmed Cartazes e outdoors na poética da intempérie
title_sort Cartazes e outdoors na poética da intempérie
author Cañizal, Eduardo Peñuela
author_facet Cañizal, Eduardo Peñuela
author_role author
dc.contributor.author.fl_str_mv Cañizal, Eduardo Peñuela
dc.subject.por.fl_str_mv Cartazes
Outdoors
Comunicação visual e leitura de metáforas visuais
Outdoors
Posters
Visual communication
and reading of visual metaphors
topic Cartazes
Outdoors
Comunicação visual e leitura de metáforas visuais
Outdoors
Posters
Visual communication
and reading of visual metaphors
description In using the concepts of Groupe p on visual metaphor, this article is an attempt of reading outdoors and posters through which erratic senses manifest. The proposal consists in conceiving the visual metaphors like effects of two different manners used to produce the metaphoric forms: on one hand, the visual metaphor results of the application of rules established by the rhetorical disciplines; on the other, the work deals with a kind of poetical rupture determined by the intervention of natural agents: the wind and the rains, for example. These differences authorize to distinguish the metaphorical processes as a result of cultural models or as a consequence of natural forces. In the first case, the visual metaphor is a construct done according to the norms of a normative poetics and, in the second case, the metaphorical construct is prepared by natural phenomena, it means that its products are not rational, but they can be read and they belong to weather action poetics. The work ends making some considerations about the function of these tropes in the visual communication.
publishDate 2007
dc.date.none.fl_str_mv 2007-09-30
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Avaliado pelos pares
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://www.revistas.usp.br/significacao/article/view/90558
10.11606/issn.2316-7114.sig.2007.90558
url https://www.revistas.usp.br/significacao/article/view/90558
identifier_str_mv 10.11606/issn.2316-7114.sig.2007.90558
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://www.revistas.usp.br/significacao/article/view/90558/93313
dc.rights.driver.fl_str_mv Copyright (c) 2007 Eduardo Peñuela Cañizal
http://creativecommons.org/licenses/by-nc/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2007 Eduardo Peñuela Cañizal
http://creativecommons.org/licenses/by-nc/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade de São Paulo. Escola de Comunicações e Artes
publisher.none.fl_str_mv Universidade de São Paulo. Escola de Comunicações e Artes
dc.source.none.fl_str_mv Significação: Journal of Audiovisual Culture; Vol. 34 No. 28 (2007); 43-67
Significação: Revista de Cultura Audiovisual; v. 34 n. 28 (2007); 43-67
2316-7114
1516-4330
reponame:Significação (Online)
instname:Universidade de São Paulo (USP)
instacron:USP
instname_str Universidade de São Paulo (USP)
instacron_str USP
institution USP
reponame_str Significação (Online)
collection Significação (Online)
repository.name.fl_str_mv Significação (Online) - Universidade de São Paulo (USP)
repository.mail.fl_str_mv ||significacao@usp.br
_version_ 1787713787416018944

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