Detalhes bibliográficos
| Ano de defesa: |
2022 |
| Autor(a) principal: |
Lessa, Laís Quintella Malta
 |
| Orientador(a): |
Santaella, Lucia
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| Banca de defesa: |
Não Informado pela instituição |
| Tipo de documento: |
Tese
|
| Tipo de acesso: |
Acesso aberto |
| Idioma: |
por |
| Instituição de defesa: |
Pontifícia Universidade Católica de São Paulo
|
| Programa de Pós-Graduação: |
Programa de Estudos Pós-Graduados em Comunicação e Semiótica
|
| Departamento: |
Faculdade de Filosofia, Comunicação, Letras e Artes
|
| País: |
Brasil
|
| Palavras-chave em Português: |
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| Palavras-chave em Inglês: |
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| Área do conhecimento CNPq: |
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| Link de acesso: |
https://repositorio.pucsp.br/jspui/handle/handle/26055
|
Resumo: |
This research project proposes to analyze the main stylistic tendencies that emerged in the visual arts in the period after World War II in the United States, to find out to what extent advertising has made use of these trends and transformed them to its own ends. The goal, therefore, is to identify similar iconographic and technical characteristics between both language systems. After the documentation of the history of the art of the chosen aesthetic movements (pop art, minimalism, etc.) and of publicity copies of the period, the comparative study of the two strands is developed, based on selected concepts of the semiotic theorie of Charles Sanders Peirce, in order to methodically establish stylistic principles mobilized by advertising. In short, what is intended to be verified is the extent to which advertising was nourished by artistic styles and to what extent there was a reverse movement, from advertising to the arts |
