ADDED VALUE. A REFLECTION ON ARTISTIC IMMANENCE IN ADVERTISEMENT GRAPHICS

Abstract

The progressive development and the level of elaboration that graphic design semiotics has achieved in its relatively short existence call for a reflection that elucidates, or at least interrogates, how much inner expressive potential exists in the great quantity of audiovisual material that is testament and expression of a whole system of social life. But this reflection does not purport to be a closed discourse with conclusions fixed beforehand; rather, it is guided by the certainty that it is more prudent to be in dialogue than to conclude it, to debate than to issue pronouncements. The pleasure of travelling is to be found not just in the destination point, but in the journey: “Human greatness resides in being a bridge and not a destination” (Nietzsche)