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.

Mangano, D. (2022). Oltre lo storytelling. Arte e pubblicità. E/C, 34, 196-215.

Oltre lo storytelling. Arte e pubblicità

Mangano, Dario
2022-01-01

Abstract

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.
2022
Settore PHIL-04/B - Filosofia e teoria dei linguaggi
E/C
Mangano, D. (2022). Oltre lo storytelling. Arte e pubblicità. E/C, 34, 196-215.
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/10447/594873
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