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

Aldizkaria:
Imago: revista de emblemática y cultura visual

ISSN: 2171-0147,  2254-9633

Argitalpen urtea: 2023

Zenbakia: 15

Orrialdeak: 77-91

Mota: Artikulua

DOI: 10.7203/IMAGO.15.25650 DIALNET GOOGLE SCHOLAR lock_openSarbide irekia editor

Beste argitalpen batzuk: Imago: revista de emblemática y cultura visual

Garapen Iraunkorreko Helburuak

Laburpena

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.

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Datuen iturria: Dialnet