The Seduction of the French Advertising Communication through Urban Public Space - Grenoble École de management
Journal Articles Publ.Cidades 01 Year : 2015

The Seduction of the French Advertising Communication through Urban Public Space

A Sedução da Comunicação Publicitária Francesa através do Meio

Abstract

in this article, the use of Parisian urban furniture as a medium for communicating advertising is analyzed drawing from the perspectives of the audrillardian consumerism and the concept of Junkspace introduced by Rem Koolhaas. Three examples of advertising integrated into the city are presented and analyzed via-à-vis these theoretical frameworks. Three extensions of the Baudrillardian concept of seduction are proposed: i) the seduction through the sign of the familial, offered by the Grands Magasins’ shop-windows, ii) the seduction by integration, reached by the Morris column, and iii) the seduction by the ambition of belonging to a reference-group, incited by a panel-siding. The characterization of the embodiments of Junkspace into contemporary Paris, as well as a reflection on the subtle and spectacular seduction of consumption through the inevitability of everyday in this city, are then advocated.
A utilização do mobiliário urbano parisience como veículo para comunicar a publicidade é analisada sob a ótica do consumerismo baudrillardiano e da concepção de Junkspace de Rem Koolhaas. Três exemplos de peças publicitárias integradas ao urbano são apresentados e analisados via-à-vis estes referenciais teóricos. Três extensões do conceito baudrillardiano de sedução são propostos: i) a sedução através do signo familial, proporcionada pelas vitrines dos Grands Magasins, ii) a sedução pela integração, alcançada pela coluna Morris, e iii) a sedução pela ambição de pertencimento a um grupo de referência, incitado por um tapume-painel. A caracterização da corporificação do Junkspace na Paris contemporânea, bem como uma reflexão sobre a sutileza da sedução espetacular do consumo através da inevitabilidade do cotidiano nesta cidade são, por fim, argüidos. Abstract: in this article, the use of Parisian urban furniture as a medium for communicating advertising is analyzed drawing from the perspectives of the Baudrillardian consumerism and the concept of Junkspace introduced by Rem Koolhaas. Three examples of advertising integrated into the city are presented and analyzed via-à-vis these theoretical frameworks. Three extensions of the Baudrillardian concept of seduction are proposed: i) the seduction through the sign of the familial, offered by the Grands Magasins' shop-windows, ii) the seduction by integration, reached by the Morris column, and iii) the seduction by the
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Dates and versions

hal-01139057 , version 1 (03-04-2015)

Identifiers

  • HAL Id : hal-01139057 , version 1

Cite

Diana Freitas, Ricardo Azambuja. The Seduction of the French Advertising Communication through Urban Public Space. Publ.Cidades 01, 2015, pp.77-84. ⟨hal-01139057⟩

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