The Art of Advertising: Aesthetics, Criticism, and Kitsch

By Jorge Maranhão

Introduction

In "The Art of Advertising: Aesthetics, Criticism, and Kitsch," Jorge Maranhão offers a comprehensive and thought-provoking exploration of the complex relationship between advertising and art. Maranhão argues that advertising is a form of art that deserves to be critically analyzed and appreciated, and he provides a framework for understanding the aesthetic qualities of advertising.

Advertising as Art

Maranhão begins by arguing that advertising is a form of art because it shares many of the same characteristics as other art forms. Like other art forms, advertising uses visual imagery, language, and sound to create a message that is both aesthetically pleasing and persuasive. Maranhão also argues that advertising is a form of popular art, as it is widely accessible and consumed by a mass audience.

The Aesthetics of Advertising

Maranhão then examines the aesthetic qualities of advertising, focusing on the use of visual imagery, language, and sound. He argues that advertising often uses visually appealing images to attract attention and create a positive emotional response in the viewer. Maranhão also discusses the use of language in advertising, arguing that advertisers often use persuasive language to create a desire for the product or service being advertised. Finally, Maranhão examines the use of sound in advertising, arguing that music and sound effects can be used to create a memorable and effective advertising message.

Criticism of Advertising

Maranhão also discusses the criticism that advertising has received from some critics. Some critics argue that advertising is manipulative and exploitative, and that it contributes to a culture of consumerism. Maranhão acknowledges these criticisms, but he also argues that advertising can be a positive force in society. He argues that advertising can be used to inform and educate consumers, and that it can also be used to promote social change.

Kitsch and Advertising

Maranhão concludes by discussing the relationship between advertising and kitsch. Kitsch is a term that is often used to describe art that is considered to be in poor taste or lacking in aesthetic value. Maranhão argues that advertising often uses kitsch elements to appeal to a mass audience. However, he also argues that advertising can also use kitsch in a subversive way, to challenge conventional notions of taste and beauty.

Conclusion

"The Art of Advertising: Aesthetics, Criticism, and Kitsch" is a must-read for anyone interested in advertising, art, or popular culture. Maranhão provides a comprehensive and thought-provoking analysis of the complex relationship between advertising and art, and he offers a framework for understanding the aesthetic qualities of advertising. This book is a valuable resource for scholars, students, and practitioners of advertising, as well as anyone interested in the role of advertising in society.

Why You Should Buy This Book

"The Art of Advertising: Aesthetics, Criticism, and Kitsch" is a must-have for anyone interested in advertising, art, or popular culture. This book offers a comprehensive and thought-provoking analysis of the complex relationship between advertising and art, and it provides a framework for understanding the aesthetic qualities of advertising. Whether you are a scholar, student, or practitioner of advertising, or simply someone interested in the role of advertising in society, this book is a valuable resource that you will not want to miss.