Typologies of aesthetic imitation in advertising

Authors

  • Gino Giacomini Giacomini-Filho USCS

DOI:

https://doi.org/10.11606/issn.1982-8160.v4i2p216-238

Keywords:

advertising, imitation, innovation, advertising aesthetic

Abstract

This text intends to propose conceptual typologies that show possibilities of aesthetic imitation in advertising. This conceptual base is important because imitate practice in advertising is something common and adds interests in the authorial and social fields. It is an exploratory study that uses bibliographical research about advertising, imitation and aesthetic elements of advertising. It was found six typologies: falsification, piracy, plagiarism, knockoff, adaptation and parody.

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Author Biography

  • Gino Giacomini Giacomini-Filho, USCS
    Coordenador do Mestrado em Comunicação da Universidade Municipal de São Caetano do Sul (USCS). Doutor e Livre-docente em Comunicação Social (ECA/USP). Docente na USCS (mestrado e graduação) e na ECA/USP (graduação). Autor dos livros "Consumidor versus Propaganda" (Summus, 2008) e "Ecopropaganda" (2004).

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Published

2011-12-15

Issue

Vol. 4 No. 2 (2011)

Section

Em Pauta/Agenda

License

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How to Cite

Giacomini-Filho, G. G. (2011). Typologies of aesthetic imitation in advertising. MATRIZes, 4(2), 216-238. https://doi.org/10.11606/issn.1982-8160.v4i2p216-238