Estética do consumo: uma perspectiva a partir da ecologia publicitária
DOI:
https://doi.org/10.5216/vis.v16i2.56392Keywords:
Aesthetics, Consumption aesthetic, Taste, Advertising ecologyAbstract
This paper results from a theoretical reflection on aesthetics, aesthetics of consumption and aesthetics and advertising. It is a consequence of a research in progress in GESC3 (Center of Semiotic Studies in Communication, Culture and Consumption) and in CEDE (Center of Aesthetic Studies), whose works look for joining the multidisciplinary thinking among consumption studies and advertising. These researches are identified by empiricism, founded in semiotic methods and in ethnography in the last decade. All researches show us that nowadays consumption is essentially an aesthetic consumption, perceived by the visual or sensorial aspects in the material offers, or in the conceptual exploitations of gender, ethnicity, age and so many others aesthetically aspects emphasized by advertising campaigns, as well as by the several brands' expressivities.
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