Advertising and image: The epiphany in the confluence of icon and technology.
DOI:
https://doi.org/10.4013/5055Abstract
This paper contemplates questions about advertising and images that belong to the camp of visual representation. We intend to examine the possibility of prompting epiphany after the images present in press advertising that can also, by technology, increase its qualitative aspects and tend to become icon. The referential theoretician are the notions of beauty and sublime according to Burke, Kant and the technological sublime of Costa and Peirce’s semiotic – categories of the phenomenology and icon -, in order to connect the qualitative aspects of the images with epiphany by the analysis of the images in press advertising. The relevance of this paper is to emphasize the importance of reading images.
Key words: advertising, image, technological sublime.Downloads
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