Advertising on the cinema screen:
an analysis of the aesthetic experience in Eyesontheroad
Keywords:
Advertising, Aesthetic experience, Audiovisual, CinemaAbstract
The current scenario with respect to technological advancement, the media are producing increasingly innovative and daring content. This situation affects all spheres of cultural industry and especially the audiovisual that winning force in the creation of immersive narratives that take the viewer on aesthetic experiences in complex levels of participation and experience. In this context, this article presents a case study that seeks to analyze the aesthetic experience provided by the Volkswagen brand on the commercial Eyesontheroad. We emphasize that the commercial mobilizes aesthetic perception, enabling viewers to make their interpretations from their own experience. Moreover, the experience generates a collective behavior in the representation of everyday real life.
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