VOL. IV (XXI) 2009 - Departamentul de Filosofie si Stiinte ale ...
VOL. IV (XXI) 2009 - Departamentul de Filosofie si Stiinte ale ...
VOL. IV (XXI) 2009 - Departamentul de Filosofie si Stiinte ale ...
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OANA BARBU 91<br />
textual, the non-verbal (given by the movement) and the pas<strong>si</strong>ng of time.<br />
If, at the beginning of this part we advanced the image as preceding<br />
the text in terms of the importance attributed in perceiving adverti<strong>si</strong>ng<br />
metaphor, with the multiplication of mass-media (especially vi<strong>de</strong>o), the text<br />
can become illuminating for the perception of adverti<strong>si</strong>ng metaphor by the<br />
public. To the same extent, a visual metaphor acts to reveal aspects<br />
conce<strong>ale</strong>d by the textual metaphor, accenting mainly the cultural-contextual<br />
particularity that can be <strong>de</strong>duced from the image.<br />
The open source character 14 of adverti<strong>si</strong>ng metaphor is conducive to<br />
the discovery of the world as a mesh of interpretations, irreducible to a<br />
certain unit that, like the internet, lacks any stable foundation due to the fact<br />
that it can always be improved. Because of the versatility of trans-culturally<br />
comprehen<strong>si</strong>ble meanings, adverti<strong>si</strong>ng metaphor becomes a genuine global<br />
metaphor, interpreted with every instance of itself, within the <strong>si</strong>ght of every<br />
individual engaged in perceiving its message.<br />
Thus, without yet drawing a conclu<strong>si</strong>on, we see as imperative for the<br />
future theoretical un<strong>de</strong>rtakings a research of the premises that have led to<br />
the transformation of adverti<strong>si</strong>ng from an industry associated with a certain<br />
type of economy (that targeted specific social contexts), into something<br />
closely linked with the structure, organization and functioning of society, into<br />
a societal institution 15 indifferent to the change of context through the<br />
versatility of its metaphors. And this change of adverti<strong>si</strong>ng into a societal<br />
institution doesn't refer only to its ability to mirror and contribute to a social<br />
or<strong>de</strong>r, but furthermore, adverti<strong>si</strong>ng is given the role of re-producing a social<br />
or<strong>de</strong>r, with reference here to its certain mediating quality through which<br />
cultural insertion, into processes and products unrelated to the specific<br />
context, is pos<strong>si</strong>ble. The effect of culture on the adverti<strong>si</strong>ng receptacle<br />
inten<strong>si</strong>fies once again the need for a practical perspective from which,<br />
adverti<strong>si</strong>ng's effect on contemporary society, have to be observed.<br />
14 Open source <strong>de</strong>scribes the practice of producing and <strong>de</strong>veloping certain finite<br />
products by permitting access of final users to act freely on the production or<br />
<strong>de</strong>velopment process. Some specialists <strong>de</strong>fine "open source" as a philosophical<br />
concept, others as a pragmatic methodology of the 21 st century. Frequently utilized<br />
in the <strong>de</strong>velopment of software, many believe it is a concept strictly related to this<br />
field. There are though examples of such applications of the concept in the fields of<br />
medicine, education, culture and so on. Online source:<br />
www.gnu.org/philosophy/free-software-for-freedom.ro.html 17.11.09, 15:2<br />
15 The term belongs to Joseph Miles Hol<strong>de</strong>n, proposed in his work “Adverti<strong>si</strong>ng: A<br />
Synthetic Approach” published in The SAGE Handbook of Media Studies. no. 9, Ed.<br />
Sage Publications, 2004<br />
http://www.sage-ereference.com/hdbk_mediastudy/Article_n23.html
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