Comunicação, Mídia e Consumo (Sep 2013)

Ways of art appropriation by the advertising

  • Roberta Fernandes Esteves,
  • João Batista Freitas Cardoso

Journal volume & issue
Vol. 10, no. 28
pp. 137 – 168


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Based on the different ways of appropriation of the artistic visualrepresentations by the advertising communication, proposed by Lucia Santaella (2005) – imitation of the ways of composing and incorporation of the artistic image – this article presents, as of the examination of advertisements broadcast in different countries, seven new categories outlined on the basis of partial or total use of the appropriated image and the interference performed in them.