[Autom. eng. transl.] The "spot", changing names over time, dressing up to become "viral", remains the only real great superstar of communication, yesterday, today, tomorrow. For this reason, the communicator must have a critical look at it and understand that advertising is an art that not only conveys a well-packaged message but perceptions, sensations, emotions, empathy. The volume analyzes various models of commercials - made with film direction, on Youtube, with the appearance of celebrities, through languages that intertwine ethics and narration - highlighting the aesthetic categories that weave the plot: genius, the taste, the sublime, the kitsch ...
|Translated title of the contribution||[Autom. eng. transl.] Viral Aesthetics: The Commercial in Digital Capitalism|
|Number of pages||352|
|Publication status||Published - 2020|
- capitalismo digitale