Advertising as art and culture, not by chance

Abstract

This article discusses, from its title, a pedagogic thinking, besides being supported by visual cultural studies, its tied up to an Adornian vision that opposes industry and cultural consumption to the experience of art. It reflects as well on the issues raised in my classes into the Course of Graduation in Visual Arts about how we unthinkingly embrace some pedagogies which has diverted of primary aim of media cultural studies (as I’d rather to name) — the blur the boundaries between the different cultural/artistic systems, democratizing and expanding the concept of art. Such deviations occur when we ownership media cultural objects either as steps to improve the knowledge of the "fine art", or as enemies of the aesthetic and psychological development of children and adolescents. By taking on issues such as advertising as art and conspicuous consumption as a cultural leisure, I advocate an education of the subject empowered to culture and art in all its instances.