Reklama – popularna forma sztuki?

Kamil  Łuczaj

doi:10.21697/zk.2015.2.14

Published: 2023-09-29

No. 2 (2015)

Reklama – popularna forma sztuki?

Kamil Łuczaj

Załącznik Kulturoznawczy

Section: Artykuły

https://doi.org/10.21697/zk.2015.2.14

Abstract

This article aims to analyze the similarities between the two fields of cultural production: commercial production (creative industries) and the art world. The paper indicates possible theoretical approaches to this issue, focusing on the ‘art as experience’ approach, originated by John Dewey. It discusses affinities such as the encoding/decoding process, aesthetic values and ideologies, collectable value, intertextual references, conventions, professional critique, and the significant role of artists and the creators of advertisements. In postmodernity, where we can observe the aestheticization of everyday life, there are sound reasons to consider advertising to be a popular art form. After all, advertising allows the broad audience to consume symbols.

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Łuczaj, K. (2023). Reklama – popularna forma sztuki? . Załącznik Kulturoznawczy, (2), 256–286. https://doi.org/10.21697/zk.2015.2.14

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