KITSCH CULTURE EXPRESSION ON ADVERTISING LANGUAGE
Keywords:
cultura kitsch, linguagem publicitária, indústria culturalAbstract
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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