Titel
Art de Déconcentration
Advertising and the Yugoslav Historical Avant-Garde
Autor*in
Abstract
The paper attempts to establish a dialogue between advertising, the Yugoslav avant-garde and a theoretical discourse on the “death” of the avant-garde. In a first step, the trope of the avant-garde dying through its techniques being appropriated by advertising is briefly scrutinized. In a second step, the article demonstrates that the axes of exchange between Yugoslav avant-garde movements (Zenitism, Hypnism, Dadaism) and early advertising were multifold and irreducible to a simple matrix of originality and bad appropriation. Finally, the results of the analysis are considered from the perspective of “peripheral modernism” and their consequences for the grand death-discourse are scrutinized.
Stichwort
advertisingdeath of the avant-gardeYugoslav avant-gardeHypnismZenitismDadaism
Objekt-Typ
Sprache
Englisch [eng]
Persistent identifier
Erschienen in
Titel
Journal of Avant-Garde Studies
ISSN
2589-6369
Erscheinungsdatum
2023
Seitenanfang
1
Seitenende
26
Publication
Brill
Erscheinungsdatum
2023
Zugänglichkeit
Rechte
Rechteangabe
© Adrian Pelc, 2023
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