Utilize este identificador para referenciar este registo: http://hdl.handle.net/10400.19/1038
Título: Iconolatria publicitária pós-moderna: semiótica e retórica no espaço urbano
Autor: Barroso, Paulo M.
Palavras-chave: Semiótica visual
Espaço público urbano
Data: Set-2011
Editora: International association of Visual Semiotics
Resumo: I plan to underline the (conscious and/or unconscious) performance of advertising as a mass discourse in urban spaces, i.e. mass discourse produced by a specific (post-)modern rhetorical strategies to a peculiar target or audience. My propose follows the field of study of the semiotics of advertising, which practical application allows us to read and understand the social values of a given urbanity, i.e. the visual and architectural support of consumerist and post-modern ideologies (according to Gilles Lipovetsky’s theory) in different cities. To implement this semiotic approach, the methodology starts with a conceptualization of the semiotics of advertising as a building structure of visual and urban landscape. Taking into account the scope of this theoretical research, the requirements of the topic and the guidance imposed by the objectives, I will also follow an empirical analysis of the issue, in order to demonstrate the subsequent expected results. This includes the interest of visual semiotics of advertising. In a global and postmodern time and space, this kind of applied semiotics is characterized by binding consumerist messages and dominant values in urban public space. This paper will be comprised with the following stages: planning, research, determining the sources of information, observation and recording, understanding, interpretation, classification, questioning, explaining visual phenomena, formulating hypotheses, evidence and conclusions. For the practical part of my research plan, I’ll follow a methodological approach to researching, collecting, sorting and processing the data. After that, I’ll follow the subsequent written and visual presentation of outdoors or frontage of buildings (the faces or fronts of the urban landscape), which are representative of some specific rhetorical strategies in urban public space. These strategies are, sometimes, visual pollution, because the plethora of advertising images saturates and indiscipline the aesthetic view over the cities. According to Gilles Deleuze, the name of “civilization of image” is, mainly, a particular connotation to “civilization of the cliché”, which explanation may be related to the iconic inflation that relies on redundancy and, on the other hand, in the concealing, distortion or manipulation of certain images, so that these images conceals the reality, rather than become a medium to uncover it. Thus, there would be, according to Deleuze, a general interest to “hide something with the image”, i.e. it’s own persuasive natural character. I argue, therefore, that all visual/iconic advertising discourses in urban space are the result of persuasive and significant strategies. The excessive flow of images affects human behavior. So, we need to talk about the “ecology of the image”, i.e. the care about the visual pressure we are daily submitted. To the theoretical support of this subject, I think it is relevant the use of a specific literature on the semiotics of advertising very close in resemblance with that preached by the pan-semiotics of Roland Barthes.
URI: http://hdl.handle.net/10400.19/1038
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