Oltre lo storytelling. Arte e pubblicità

With the advent of the Internet a profound change in advertising language carne up, accompanied by a profound mutation in formats. Alongside the well-known commercials have arisen what we may call superspots, films lasting severa! minutes that while echoing the advertising language of shorter forms - rapid editing, compact narration, high level of allusiveness, considerable demand for interpretive cooperation - articulate more complex discourses. lt is precisely such superior complexity that is at the heart of the analysis conducted in this paper, which considers the commerciai The One that I Wantdirected by Baz Luhrman for Chanel, from which the centrality of the concept of storytelling as a model for explaining the functioning of the advertising text is questioned. lt thus tums out that it is poetry that offers the best insights for confronting a genre of seemingly no cultura! depth.