Abstract
[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 |
|---|---|
| Original language | Italian |
| Publisher | SCHOLE' |
| Number of pages | 352 |
| Volume | 2020 |
| ISBN (Print) | 9788828402619 |
| Publication status | Published - 2020 |
| Externally published | Yes |
Keywords
- capitalismo digitale
- comunicazione
- estetica
- marketing
- spot