• JoomlaWorks Simple Image Rotator
  • JoomlaWorks Simple Image Rotator
  • JoomlaWorks Simple Image Rotator
  • JoomlaWorks Simple Image Rotator
  • JoomlaWorks Simple Image Rotator
  • JoomlaWorks Simple Image Rotator
  • JoomlaWorks Simple Image Rotator
  • JoomlaWorks Simple Image Rotator
  • JoomlaWorks Simple Image Rotator
  • JoomlaWorks Simple Image Rotator
 
  Bookmark and Share
 
 
Master's Dissertation
DOI
https://doi.org/10.11606/D.27.2020.tde-04032021-144356
Document
Author
Full name
Déborah Dias Alves
E-mail
Institute/School/College
Knowledge Area
Date of Defense
Published
São Paulo, 2020
Supervisor
Committee
Correa, Victor Aquino Gomes (President)
Ceschin, Osvaldo Humberto Leonardi
Oliveira, Paulo Roberto Nassar de
Santana, Jorge Alves
Title in Portuguese
Apelos estéticos da criação publicitária: o concretismo como tendência criativa
Keywords in Portuguese
Criação poética
Literatura e comunicação
Llinguagem poética
Poesia concreta
Publicidade
Redação publicitária
Abstract in Portuguese
Nesta dissertação, propomos um encontro entre poesia concreta e publicidade, demonstrando como os textos publicitários brasileiros sofreram influência do movimento Modernista, se apoiando em técnicas típicas da vanguarda poética para aproximar a publicidade da arte por meio de um viés artístico, estético, cultural e estilístico e criando uma identidade própria para o modo brasileiro de se fazer criação publicitária no Brasil. Usamos recursos gráficos, como poemas cartazes, poemas concretistas e peças publicitárias de diferentes campanhas e anunciantes para ilustrar nossos levantamentos. Esta pesquisa é resultado de um estudo que relaciona duas áreas: literatura e publicidade.
Title in English
Aesthetic appeals of advertising creation: concretism as a creative trend
Keywords in English
Advertising
Advertising writing
Concrete poetry
Literature and communication
Poetic creation
Poetic language
Abstract in English
In this dissertation, we propose an encounter between concrete poetry and advertising, demonstrating how brazilian advertising texts were influenced by the modernist movement, relying on techniques typical of the poetic avant-garde to bring advertising closer to art through an artistic, aesthetic, cultural and stylistic bias and creating its own identity for the Brazilian way of creating advertising in Brazil. We use graphic resources, such as poster poems, concretist poems and advertising pieces from different campaigns and advertisers to illustrate our surveys. This research is the result of a study that links two areas: literature and advertising.
 
WARNING - Viewing this document is conditioned on your acceptance of the following terms of use:
This document is only for private use for research and teaching activities. Reproduction for commercial use is forbidden. This rights cover the whole data about this document as well as its contents. Any uses or copies of this document in whole or in part must include the author's name.
DeborahDiasAlves.pdf (1.14 Mbytes)
Publishing Date
2021-03-04
 
WARNING: Learn what derived works are clicking here.
All rights of the thesis/dissertation are from the authors
CeTI-SC/STI
Digital Library of Theses and Dissertations of USP. Copyright © 2001-2022. All rights reserved.