Cartazes e outdoors na poética da intempérie

• Main Author: Eduardo Peñuela Cañizal
• Format: Article
• Language: English
• Published: Universidade de São Paulo 2007-09-01
• Series: Significação: Revista de Cultura Audiovisual
• Subjects: Cartazes; Outdoors; Comunicação visual e leitura de metáforas visuais
• Online Access: http://www.revistas.usp.br/significacao/article/view/90558

In using the concepts of Groupe p on visual metaphor, this article is an attempt of reading outdoors and posters through which erratic senses manifest. The proposal consists in conceiving the visual metaphors like effects of two different manners used to produce the metaphoric forms: on one hand, the visual metaphor results of the application of rules established by the rhetorical disciplines; on the other, the work deals with a kind of poetical rupture determined by the intervention of natural agents: the wind and the rains, for example. These differences authorize to distinguish the metaphorical processes as a result of cultural models or as a consequence of natural forces. In the first case, the visual metaphor is a construct done according to the norms of a normative poetics and, in the second case, the metaphorical construct is prepared by natural phenomena, it means that its products are not rational, but they can be read and they belong to weather action poetics. The work ends making some considerations about the function of these tropes in the visual communication.