Art for consumption: post-modernity, marketing and the aesthetization of late capitalism

Abstract

Social, cultural and economical changes nowadays mark Modernity crisis ads suggest the disposal of universal discourses, replaced by multiple identities and free diferences. This process occurs in art, as well. But that metanarrative overthrow creates scope to another forms ads languages take their place as universal explanations of reality. This work aims to investigate in what way the aprropriation of artistic language and signs by advertising and marketing makes the latter a new kind of metanarrative, according to the signs of time: consumption and alienation.