A comunicação cria ou apenas representa? um estudo Deleuzeano

Abstract

This research aims to produce reflection on the creation, especially with regard to creating advertising. For this reflection, the authors bring up Advertising and Philosophy of an author whose thought is its center of this work: Gilles Deleuze. Deleuze puts communication at the opposite side of creation. The French author shows that the creation precludes the communication to the extent that you create is not bothering to seek an understanding, a consensus among all that particular term, for example, has specific meaning. In Deleuzian thinking, communication consists of the triad representation, recognition and acknowledgment, ie, the communication is directly linked to understanding, and understanding is through the elements that are recognized (that have already encoded in the mind), the representation of these these elements and meanings that spread and repeated incessantly. But creating, for Deleuze, is given in the act of raping the thought of doing the opposite of what communication is, that is, let it go, let it get to chaos, is able to produce new thoughts. Within these logics are evaluated in this research four advertisements and an artistic piece, in order to answer, among other questions, if communication creates or just is.