ERIC Number: ED205978
Record Type: RIE
Publication Date: 1981-Aug
Advertising and Advertisements: The Simple Art of Grouping.
Denton, Craig L.
Developing an aesthetic theory of advertising, this paper offers the premise that advertising is a ritual, that it provides cultural roles, and that it reinforces people's perceptions of their common experiences. The paper discusses advertising and advertising art as a process that both draws from and is sustained by general culture while serving to make that culture commercially recognizable. The paper introduces the phenomenon of "grouping" (using symbols in expressing cultural interrelationships), indicates how ritual is created in advertising, and shows how grouping works to subdivide the cultural marketplace. Next, the paper examines how grouping is employed as an artistic tool in the creation of advertising art. In conclusion, the paper suggests that an aesthetic theory of advertising can be used as an instrument for evaluating how well an advertising artist communicates. (RL)
Publication Type: Information Analyses; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Note: Paper presented at the Annual Meeting of the Association for Education in Journalism (64th, East Lansing, MI, August 8-11, 1981).