Published: 2020-11-30

Conceptual images in advertising:

Interactive media as a visual synthesis of non-iconic concepts


With the increasing advance of information technologies, speed, confidence and precision in the transmission and reception of messages have become a constant in people's lives, mainly due to the powerful communication networks. Image communication is today an important tool for the dissemination of knowledge, information and for the acceptance of products in the highly competitive universe of communicational stimuli. This universe, fostered by the representative growth of technology that allows the production and transmission of data in an interactive, dynamic, sophisticated and, gradually, way closer, to the ordinary citizen. This panorama suggests changes that are reflected in advertising. Because the act of communicating advertising appeals seems to indicate the need to face the challenge of connecting and integrating people in a dynamic way, providing a creative, modern, informative and, mainly, interactive communication environment. This study  aims to investigate the forms of communication by images, how they are impacted by modern digital media and their participation in the creation of hybrid messages in the communication processes involved in the area of ​​publicity and advertising. With the realization of importance of the issue generated by the use of digital technologies in advertising communication, this study sought to certify that the introduction of interactive forms of communication, from the technological and technical support, which breaks with the linearity aspects of the classic notion of the compound communication (sender-message-receiver), transforms the structure of this segment in favor of individualized mass service. In an exploratory character, it was verified to what extent interactive media and the application of technologies can influence and intensify images, creating interactive syntheses of non-iconographic concepts. in the field of advertising.

Marcos Mortensen Steagall


Design Design and nature, a complex relationship


Over the course of its history, design has never lost sight of nature as a term of comparison, sometimes taking from it, sometimes moving away from it. To investigate the complex relationship between the two terms, design and nature, we cannot ignore the evolution of man and how it has been profoundly influenced by technological innovation, which is the most evident result of science. Tracing an evolutionary line of design thinking, a double trajectory can be registered: on the one hand the tension towards progress and the myth of the machine, on the other hand the idea of a harmonious co-evolution with nature and the need to be reconnected with it. Besides, it is progress that allows mankind to thoroughly investigate natural mechanisms and make them their own. Contemporary design, autonomous but at the same time increasingly interdisciplinary, has got blurred boundaries which intersect with the most advanced fields of biological sciences. This evolution has opened up a whole new field of investigation that multiplies the opportunities of innovation, especially from a sustainability-oriented point of view. Today the dramatic breaking of the balance between man and nature has turned into the concept of permanent emergency, which is now matter of greatest interest for design, a design that attempts to react, mend, adapt to change in an authentically resilient way.

Maria Antonietta Maria Antonietta Sbordone, Barbara Pizzicato