ABSTRACT. The main objective of this paper is to describe the ways in which the human body is represented in the advertising industry, e.g. by means of invented and limited concepts. The social contacts, the personal identity and the hierarchies of cultural values are nowadays intermediated and shaped by the visual culture. The domination of the image imposes upon the human person a process of his or her identity reconstruction, of adapting one’s body to the fashion, to the outer requirements, to the principles conveyed by means of the visual technology. pp. 26–32

Keywords: body, visual culture, identity, concept, ideal

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Spiru Haret University

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