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Dal simulacro al reale: la natura performativa dell’‘outdoor’

digital Dal simulacro al reale: la natura performativa dell’‘outdoor’
issue COMUNICAZIONI SOCIALI - 2006 - 3. Spazi sensibili. Pubblicità, comunicazione e ambiente urbano
title Dal simulacro al reale: la natura performativa dell’‘outdoor’
publisher Vita e Pensiero
format Article | Pdf
online since 03-2006
issn 03928667 (print) | 18277969 (digital)
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With respect to other forms of advertisement (television, radio, press and on-line), the sign of external communication characterizes for its ability to ‘install itself’ on the ‘territory’ in real terms. This allows the interaction of the public which is called to ‘perform it’ with different intensity, depending on the ability of the sign itself to ‘involve’ the body. In fact, if maps of the areas are needed to plan outdoor campaigns, namely simulacra able to ‘simplify’ their ‘complexity’ and to ‘divide’ their inhabitants into separate targets, it is also true that such ‘maps’ do not remain on a purely abstract level, but they ‘stretch’ until they overlap the territory at every point. In this way, the advertisement signs expose themselves to the same ‘tactical uses’ to which the urban structure is subjected. Such ‘uses’ can ‘go beyond’ the ‘meaning’ of their message, but in the meantime they contribute to load them with meanings that would otherwise be impossible to catch. Not by chance many of the latest outdoor campaigns moved towards a growing ‘interactability’ of the advertising sign, thus becoming an always more ‘immersive’ experience for its audience, at the same time ‘spectator’ and ‘actor’ of an out and out ‘performance’.

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