What will your verse be? Un emblema contemporáneo / What will your verse be? A Contemporany Emblem

  1. Zafra Molina, Rafael 1
  1. 1 Universidad de Navarra
    info

    Universidad de Navarra

    Pamplona, España

    ROR https://ror.org/02rxc7m23

Revista:
Imago: revista de emblemática y cultura visual

ISSN: 2171-0147,  2254-9633

Any de publicació: 2023

Número: 15

Pàgines: 77-91

Tipus: Article

DOI: 10.7203/IMAGO.15.25650 DIALNET GOOGLE SCHOLAR lock_openAccés obert editor

Altres publicacions en: Imago: revista de emblemática y cultura visual

Objectius de Desenvolupament Sostenible

Resum

ABSTRACT: This article aims to show how the emblematic technique initiated by Andrea Alciato in the 16th century is still valid in some way in current advertising. To this end, I first analyze in depth an example –emblem 153, Cum larvis non luctandum– of how the Milanese author manages, through the combination of an Erasmian adage, a Hellenistic epigram and a related image, to revitalize the topical message contained within them. The article continues on to show how a very similar method is used in the Your Verse campaign by the creative minds of the TBWA\Media Arts Lab and Apple to evoke all the prestige and evocative capacity contained in the film Dead Poets Society and its protagonist Robin Williams, on his already iconic iPad. KEYWORDSEmblem Theory; Alciato; Apple Inc.; TBWA\Media Arts Lab; Advertising; Commonplaces.

Referències bibliogràfiques

  • Alciato, A. (Andreae Alciati) [1518]. Paradoxorum ad Pratum lib. VI: Dispunctionum IIII. In treis lib. Cod. III. De eo quod interest I. Praetermissorum II. Declamatio vna, Milan, Alessandro Minuziano.
  • Alciato, A. (Andreae Alciati) [1531]. Emblematum liber, Augsburg, Heinrich Steiner.
  • Alciato, A. (Andreae Alciati) [1551]. Emblemata D.A. Alciati, denuo ab ipso Autore recognita... Lion, Rouille.
  • Alciato, A. (Andreae Alciati) [2003]. Los emblemas de Alciato traducidos en rimas españolas, ed. de R. Zafra, Palma de Mallorca, Olañeta.
  • Apple Inc. [2007]. «Macworld San Francisco 2007», Apple Events (video) <https://podcasts.apple.com/es/podcast/apple-events-video/id275834665?i=1000026524322> 16/10/2022.
  • Apple Inc. [2010a]. «Apple Announces iPad», Apple Events (video) <https://podcasts.apple .com/es/podcast/apple-announces-ipad/id275834665?i=1000080469507> 16/10/2022.
  • Apple Inc. [2010b]. «WWDC10 Keynote», Apple Events (video) <https://podcasts.apple .com/es/podcast/apple-events-video/id275834665?i=1000083922689> 16/10/2022.
  • Aristófanes [1907]. Aristophanes Comoediae, ed. F. W. Hall y W. M. Geldart, vol. 1, Oxford, Clarendon Press.
  • Barni, G. L. [1953]. Le Lettere di Andrea Alciato, giureconsulto, Florencia, F. Le Monnier.
  • Barthes, R. [1957]. Mythologies, Paris, Éditions du Seuil.
  • Barthes, R. [2012]. Mitologías, trad. Hector Schmucler, Madrid, Biblioteca Nueva.
  • Erasmo de Roterdam [1508]. Adagiorum Chiliades, Venecia, Aldo Manucio.
  • Erasmo de Roterdam [1536]. Adagiorum Chiliades, Basilea, Froben.
  • Fernández Gómez, J. D. [2021]. Strategic advertising mechanisms: from copy strategy to iconic brands, Bristol, Intellect Books.
  • Golub, J. y otros [1997]. Think different (advertisement), Los Angeles, Chiat/Day.
  • Holt, D. B. [2004]. How brands become icons: the principles of cultural branding, Boston, Harvard Business School Press.
  • Jung, C. G. [1964]. Man and His Symbols, Garden City, Doubleday.
  • Malik, T. [2012]. To The Wonder, Nueva York, Magnolia Pictures.
  • Mesnard, P. [1950]. «Alciato y el nacimiento del humanismo jurídico», Revista de estudios políticos, 53, 123-29.
  • Paton, W.R. (ed.) [1916]. The Greek Anthology, New York, G. P. Putnam’s sons.
  • Plinio el Viejo [1995]. Naturalis Historia, Madrid, Gredos.
  • Ponce de Leon, Fray B. [1605]. Discursos para todos los evangelios de la cuaresma, Madrid, Miguel Serrano de Vargas.
  • Pound, E. [1962]. «Walt Whitman», en R. H. Pearce, Whitman, a Collection of Critical Essays, Hoboken NJ, Prentice-Hall.
  • Townshend, H. [2013]. To The Wonder (Original Motion Picture Soundtrack), Beverly Hills, CA, Lakeshore Records.
  • Scott, R. y otros [1984]. 1984 (advertisement), Los Angeles, Chiat/Day.
  • Siltanen, R. [2011]. «The Real Story Behind Apple’s ‘Think Different’ Campaign», Forbes, 2011 <https://www.forbes.com/sites/onmarketing/2011/12/14/the-real-story-behind -apples-think-different-campaign> 27/9/2022.
  • Vega, Fray P. de la [1606]. Declaración de los siete psalmos penitenciales, Zaragoza, Carlos de Lavayen.
  • Weir, P. [1989]. Dead Poets Society, Burbank, Buena Vista.
  • Whitman, W. [1891]. Leaves of Grass, Philadelphia, David McKay.
  • Zafra, R. [2014]. «Los icones de varones ilustres: un género emblemático», Imago: revista de emblemática y cultura visual, 6, 129-143.
  • Zafra, R. [2018]. «La transfiguración del lugar común: de lo tópico a lo emblemático», en A. Bernat, B. Ballester y J. T. Cull (eds.), Encrucijada de la palabra y la imagen simbólicas, Palma de Mallorca, Olañeta, 77-92.
  • Zafra, R. [2021]. «La creación de un ‘lugar común’», en Dominique Maingueneau: enunciados extraordinarios, Pamplona, EUNSA, 87-114.
Fuente de los datos: Dialnet