A complexa estética da publicidade: apropriações do minimalismo em anúncios impressos

Abstract

This research discusses before harmonisation and ownership of the publicity about artistic vanguards, research seeks to identify the aesthetic features of the minimalist movement present in the art direction of three advertising campaigns. Investigates the visual techniques – before the method of analysis of image-building campaigns broadcast recently in Brazil, as the campaign of Cemig in 2013, Citroën in 2014 and Jeep in 2015, seeking to understand the visual message with aesthetic features previously reported with similarities in light of minimalism. For this, also examines the artistic work Harran II (1967), Frank Stella, identifying the main aesthetic elements of vanguard, based on visual techniques proposed by Dondis (1997) in syntax of visual language. In this way, seeks to study technical and aesthetic relations present in the art direction of such campaigns and the relationship between artistic movements and advertising, including the use of ancient forms in graphical composition in the current context. As a main result, we identified that the aesthetic form of the graphic pieces – in general – has influences of the vanguard, but there's no claim to be considered the same.