A estética do liso e a publicidade que mais agrada

Abstract

This work presents the “Smooth or Polished” aesthetic as one of the characteristics of contemporary advertising. In this perspective, everything that is porous and explicit negativity does not deserve to be figurative and propagated. We use the work A Salvação do Belo written by Byung-Chul Han, one of the most acclaimed thinkers of today, as a basic reference. Anchored by the author, we selected a corpus in which we investigated the relationship between the aforementioned aesthetics and the languages ​​adopted in the pieces, publicized bodies and 'digitalization of beauty'. We used bibliographical research as methodologies and also semiotics to verify meaning projections in the messages, helping in the strategies to be adopted, from the business point of view. We identified that Banco Itaú, the largest private bank in Brazil, presents characteristics of the "Smooth" aesthetic in its advertising, as well as Apple.