Images of desire: passages between art and advertising

• Grant number: 12/03313-7
• Support Opportunities: Scholarships abroad - Research Internship - Post-doctor
• Start date: September 01, 2012
• End date: August 31, 2013
• Field of knowledge: Interdisciplinary Subjects
• Principal Investigator: Márcio Orlando Seligmann-Silva
• Grantee: Aléxia Cruz Bretas
• Supervisor: Antonia Birnbaum
• Host Institution: Instituto de Estudos da Linguagem (IEL). Universidade Estadual de Campinas (UNICAMP). Campinas , SP, Brazil
• Institution abroad: Université Vincennes Saint-Denis (Paris 8), France

Abstract

From a critical and reconstructive approach of Walter Benjamin's Arcades Project, this research aims to demonstrate the centrality of imagerial constellations for the theoretical elaboration of this author by way of the analysis of three fundamental phenomena in his presentation of the primeval history (Urgeschichte) of the nineteenth century: Jugendstil, Fashion and especially the Reclame - prototype of Advertising. For this, the dialogue between Art and technology plays a key role in order to interpret a certain "Dream Kitsch" (Traumkitsch) in which the figures of myth, nature and dream are intertwined in "images of desire" (Wunschbilder) configured by the commodity fetish. (AU)