L’Art dans la communication publicitaire. Au-delà d’une histoire de l’image dans la Campagne Publicitaire 2014 de Christian Louboutin
Art in advertising communication. Beyond Image Story in Christian Louboutin's 2014 Advertising Campaign

Summary/Abstract: In the context of the ‘new art’ of advertising, an important issue of the present paper is to analyze the way in which an object doesn’t ‘advertise’ for itself, but in fact it stands for another, situated beyond the corporeality of the first. We shall emphasise on the role of symbolisation as a non-discursive form of expression in the process of signification towards a ‘Pure Meaning’. In this context, visual image, a synthetic result of the relation symbolization-emotion represents a communication tool that intermediates a connexion of our inner self with the reality beyond the very sign, translating thus our capacity of abstraction. Situated in-between the ontological opposition rational/irrational, reality/dream, real/surreal, an important role is attributed to imagination that reflects a priori in Art - as one of the purest forms of non-discursive communication.In this paper, we aim at exemplifying these theoretical aspects by analysing the way in which the ‘image’ of a 2014 luxury shoe brand forms by association with Impressionist paintings, sending thus to the idea of class and recreating at the same time a new context of symbolization, under the ‘sign’ of photography and visual technology.

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