A questão da releitura e da citação no processo de criação publicitária

Abstract

In this article, we address the use of citationism on the process of creating advertisements, establishing links between artistic creation and advertising creation, understanding their characteristics and functions. To do so, we will focus on the dynamics of the agency and its advertising sectors, putting emphasis on the process of creation and the art direction. We will also explore the processes of artistic creation and advertising creation, to discuss the use of readings and quote as expressive mechanisms in building the visual message in advertising.

Keywords

• advertising
• processes of creation
• art direction
• citacionism