An ongoing tension between new ways of achieving novel, meaningful, and connected forms of expression is permeating the practice of advertising and igniting a lively academic debate. Novelty and social connection have long been preoccupations of art worlds. In this paper, we explore the creative tensions and synergies between countercultural and commercial communication forms of street art and advertising. Viewing each form as a species of rhetoric, we analyze a set of rhetorical practices employed by street artists that not only reflect, but might also be used to shape, commercial advertising in the near future. © 2010 American Academy of Advertising. All rights reserved.
Symbiotic postures of commercial advertising and street art: Rhetoric for creativity
BORGHINI, STEFANIA;VISCONTI, LUCA MASSIMILIANO;
2010
Abstract
An ongoing tension between new ways of achieving novel, meaningful, and connected forms of expression is permeating the practice of advertising and igniting a lively academic debate. Novelty and social connection have long been preoccupations of art worlds. In this paper, we explore the creative tensions and synergies between countercultural and commercial communication forms of street art and advertising. Viewing each form as a species of rhetoric, we analyze a set of rhetorical practices employed by street artists that not only reflect, but might also be used to shape, commercial advertising in the near future. © 2010 American Academy of Advertising. All rights reserved.
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