Pubblicità fuori casa, ancoraggio del consumo. Per un’analisi della comunicazione ‘out-of-home’, fra testo e contesto
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An aspect of great interest offered to the media scholars by the so called out-of-home advertising offers, is its paradoxical cultural statute. On one side it is a primary promotional form, a protagonist of the advertising forms since its origins; thus an elusive form, the semantic boundaries of which seem to fringe in a myriad of practices not easy to textualize and/or not simplistically ‘advertising’, and which institutional policies seem to swing in an ambiguous zone between media and urban planning, environmental policies and street culture, media and non-media. To investigate out-of-home communication, it is necessary to seize the complexity of the interlacement between urban and advertising dimensions, communication and mobility processes, fruit of the intricate nature of the modernization phenomena which generated the town-form, and which arranged the symbolic and material exchanges diffused and institutionalized by the culture industry. Starting from this perspective, an out-of-home reading is proposed, together with a focus on the most relevant dimensions issued from the literature concerning the relationship among urban spaces, between consumptions and images and from a research lead by the Osservatorio sulla Comunicazione.
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