Abstract
This article aims to analyze the similarities between the two fields of cultural production: commercial production (creative industries) and the art world. The paper indicates possible theoretical approaches to this issue, focusing on the ‘art as experience’ approach, originated by John Dewey. It discusses affinities such as the encoding/decoding process, aesthetic values and ideologies, collectable value, intertextual references, conventions, professional critique, and the significant role of artists and the creators of advertisements. In postmodernity, where we can observe the aestheticization of everyday life, there are sound reasons to consider advertising to be a popular art form. After all, advertising allows the broad audience to consume symbols.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
