Beyond Storytelling. Art and Advertisement
With the advent of the Internet a profound change in advertising language came up, accompanied by a profound mutation in formats. Alongside the well-known commercials have arisen what we may call superspots, films lasting several minutes that while echoing the advertising language of shorter forms – rapid editing, compact narration, high level of allusiveness, considerable demand for interpretive cooperation – articulate more complex discourses. It is precisely such superior complexity that is at the heart of the analysis conducted in this paper, which considers the commercial&nbsp;The One that I Want&nbsp;directed by Baz Luhrman for Chanel, from which the centrality of the concept of storytelling as a model for explaining the functioning of the advertising text is questioned. It thus turns out that it is poetry that offers the best insights for confronting a genre of seemingly no cultural depth.
application/pdf
1970-7452
1819
34
it
Dario Mangano
E|C
Oltre lo storytelling. Arte e pubblicità
Text.Serial.Journal
https://www.mimesisjournals.com/ojs/index.php/ec
Section 3
2022-01-05
2022-07-07
2022-07-07
2022-07-11
196-215
1
Dario Mangano
2022/01/05
196
1970-7452
34
215
Oltre lo storytelling. Arte e pubblicità
https://www.mimesisjournals.com/ojs/index.php/ec/article/download/1819/1437