Spazi sensibili. Pubblicità, comunicazione e ambiente urbano

[Autom. eng. transl.] The essays collected in this booklet intend to contribute to the reflection on a complex and articulated media system such as that which is traditionally called "external communication" in Italian. It is one of the most innovative and original advertising sectors of recent years, in first in its linguistic dimensions but also in its ability to face some of the most significant challenges facing those who operate in the media field in these years: the mobility of the public, and the tendency of contemporary media to make room for action individual and relational. The media become the place of multiple possible sense performances that intersect material and immaterial dimensions: from the quay of a subway, plastered with advertising posters, to the construction of real multisensory advertising communication environments, capable of triggering metamorphoses of meaning that involve the body of passers-by. The medium that in many ways is the emblem of cultural industrialization and the birth of the media sphere therefore continues to show its vitality by offering itself to the gaze of the passerby even before that of the analyst as an extraordinary laboratory of experimentation.