KITSCH CULTURE EXPRESSION ON ADVERTISING LANGUAGE

Abstract

ABTRACT Thearticleexaminestheconcept ofkitschcultureandits developmentwithin media production, particularly in the advertising field,aiming to contribute to the reflections that lie within the interdisciplinary realm of education, art and cultural history. Specifically, it examineshow pure orauthentic artistic elements can berecognizedin advertising language,byanalyzing thecaseof theAbsolutcampaign,whereaesthetic elementsofBaroque artcan be identified. The aesthetic similaritybetweenthe two languages analyzed as well as the useofartistic benchmarks by publicity languageisoneway through whicht kitschculturemanifests itselfin contemporary societyand it expresses the manner postmodern cultural industryturnsarchetypes intostereotypes and how it standardizesmass consumerstastes. Key words: kitsch culture; publicity language; cultural industry

Keywords

• cultura kitsch
• linguagem publicitária
• indústria cultural