Analyzing contemporary short-film perfume advertisements it becomes clear that it is not enough to use the paradigms of social-communication and media studies alone to grasp the complexity of the used techniques. The commercials are deliberately composed to achieve complex artistic effects so as to stimulate the prospective consumer wish to buy the product. Using sensual and aesthetic appeal of the videos allows perfume companies to achieve their marketing objectives without exerting any direct pressure. They rather opt for creating subtle, multimodal narrative effect of the campaign that works in tandem with the target addressee’s intersubjective engagement. It is the purpose of this article to discuss the range of aesthetic techniques and poetic (literary) patterns applied in construing attractive or intriguing, intertextually allusive adverts of olfactory products. The devices from the literary and non-literary storytelling are intended to compensate for the fact that smell is impossible to transmit directly in the used audio-visual media. The article will overview the compositional relations and arrangements of perfume commercials using methodology of literary studies informed by theoretical insight of other relevant disciplines. Komunikacyjna anosmia i poetyka opowieści w reklamach perfum Kiedy analizujemy współczesne krótkie filmy reklamowe, staje się jasne, że nie wystarczy użyć samych paradygmatów nauk o komunikacji społecznej i mediach, aby uchwycić skomplikowane środki użyte w tych tekstach. Reklamy audiowizualne perfum są celowo komponowane w taki sposób, aby osiągnąć wyszukane efekty artystyczne, które mają stymulować chęć zakupu produktu u potencjalnego konsumenta. Budowanie zmysłowej i estetycznej atrakcyjności filmów pozwala firmom perfumeryjnym osiągnąć swoje cele marketingowe bez wywierania jakiejkolwiek dodatkowej presji na klienta. Optują one raczej za tworzeniem subtelnych, multimodalnych narracyjnych efektów danej kampanii reklamowej, które działają w powiązaniu z intersubiektywnym zaangażowaniem docelowego adresata. Celem tego artykułu jest ukazanie zakresu technik estetycznych i poetyckich (literackich) w budowaniu atrakcyjnych bądź intrygujących, intertekstualnie aluzyjnych reklam perfum. Zabiegi z dziedziny literackiego i pozaliterackiego storytelling mają rekompensować fakt, że zapachu nie da się przekazać bezpośrednio w użytym medium audiowizualnym. W artykule zostaną ukazane rozmaite kompozycyjne zależności i uporządkowania tekstów reklamowych za pomocą metodologii literaturoznawczej poszerzonej o ujęcia teoretyczne zaczerpnięte z innych pokrewnych dyscyplin. Słowa kluczowe: palimpsestowe struktury narracyjne, estetyka tekstu reklamowego, motywy literackie i kulturowe, efekty synestetyczne, ujęcie literaturoznawcze.
In An Orkney Tapestry George Mackay Brown creates a collage guidebook that exceeds the precepts of non-literary text and becomes an intermedial, literary guide to stories, traditions and identity of the archipelagic place. At the same time it is an experimental work that tests the concept of the duality of the story and the fable (understood in the sense proposed by Edwin Muir) that seems to Brown as redemptive in terms of culture preservation. Brown's semiotic and systemic choices seem to be aimed at countering the modern loss of meaning. The Orkney writer engages in dialogic reworking of the northern European tradition, striving for the heraldic, reader-oriented way or representation. The use of the technique of literary collage and fragmentary storytelling makes this book into an intermedial commentary on culture and its celebration.
The article traces the orientation of ‘An Epiphany Tale’ (published in 1983) by George Mackay Brown on establishing and maintaining the contact with the reader through the development of multiple aesthetic and aural techniques that are rooted in the tradition of modernism, but expanding and transposing it to a considerable degree. Brown adopts a quasi-philosophical way of narrating a story that anticipates the contemporary existential, phenomenological and aesthetic theoretical insights. The aim of the discussion is to present the text’s semiotic patterns and relate them to the phonetic devices that contribute to what Garrett Stewart called the principle of evocalization. This helps to determine how Brown functionalizes the evoked soundscapes (as theorized by Schafer) and connects them with philosophical and anagogic orientation in reception so as to exploit the story’s thematic focus on a series of epiphanies that reveal the underlying semiotic and aesthetic aspects of ordinary existence. The short story reveals a variety of direct and indirect techniques that create an opposition between what is suggested of reality and what is demonstrated on the level of artistic, literary communication.
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Vinland, George Mackay Brown’s fourth novel, is critically categorised as very traditional historic fiction and it is often overlooked, with more attention granted to his other novels Magnus and Greenvoe, which are perceived as more innovative. While the discussed text does reveal the influence of older narrative motifs and techniques (such as the saga or epic traditions), they are there not for their own sake. They are combined with some experimental techniques of rendering perception and activating cognition which are used to comment on and to illustrate the role of storytelling in constituting and disseminating identity. Brown achieves this through experimenting with the experiential and intersubjective patterns of narration that engage the reader in the process of textual discovery. This projects a different reading style compared to the one provoked by the novel’s surface focus on juvenile adventure.
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