Gesichter der Werbung, Gesichter der Wissenschaft. Benettons Beitrag zur Globalisierung des fazialen Affekts
Gesichter der Werbung, Gesichter der Wissenschaft. Benettons Beitrag zur Globalisierung des fazialen Affekts
Abstract
Observations in media studies on transnational advertising aesthetics and its references open up new perspectives on the «renaissance» of emotion in the sciences which apparently can only be fully assessed in terms of its role for technological development and the history of media. This article examines the globalisation of facial emotion in advertising and science. For this purpose, the tableau of faces from relevant advertising campaigns carried out by the fashion and clothing company Benetton will be subjected to media-scientific scrutiny to establish whether they exert a paradigmatic effect on the globalisation of facial emotion. The contribution of various advertising strategies for the worldwide dissemination of facial emotional language has so far been ignored in interdisciplinary discussions. The research-based hypothesis is that various stakeholders in the areas of science and advertising have for some time been technically editing the human face as an interface.
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Keywords:
WerbungÄsthetikGesicht