DIALOGUE BETWEEN CONTEMPORARY ART AND ADVERTISING: Analysis of the game between words and images in the construction of an aesthetic language
Contemporary Art; Publicity; Creative process; Advertising Speech; Artistic language.
This study proposes a reflection about the confluence maintained between contemporary art and the communication in relation to the advertising discourse, seeking to understand the artistic influences in the aesthetic work with the image and the word in the composition of some advertising campaigns. The intention is to propose a reflection capable of highlighting the points of contact between both fields, keeping in perspective the issues related to the creative process involved in the production of art pieces and advertising. Research will be necessary to understand not only the points of connection between artistic and advertising manifestations as far as aesthetic issues are concerned but will also seek to understand how and for what reasons communication may be seeking support in artistic language to match the demands of society.