Abstract

MC PHAIL FANGER, Elsie. Imágenes en arte y publicidad. Argumentos (Méx.) [online]. 2012, vol.25, n.68, pp.161-188. ISSN 0187-5795.

This text applies Aby Warburg's method of image analysis to art and advertising. Considered by some as the founder of modern iconology, he crossed disciplinary boundaries to find new ways for understanding images. His method is relevant for the study of mass media, because it accounts for yuxtapositions of dynamic elements in tension. An example from contemporary advertising is chosen here to apply his method and think about its theoretical, methodological and epistemic implications.

Keywords : image; image theory; art; advertising; method; movement; gesture; survival of images; gender.