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Formulation of the New Wave Cinema Advertising Champ in the 1961 and 1971 Based on Bourdieu's Theory of Distinction
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Najibeh Rahmani   , Hassan Bolkhari Ghahi , Mohammad Fadavi |
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Abstract: (129 Views) |
| Graphic is an art related to society and the visual discourses of society such as advertising. In New Wave cinema advertisements in the 1340 and 1350, graphic designers worked with the New Wave (elite) cinema champ as clients. New Wave cinema is an art champ founded by a group of young filmmakers with the mental and social concerns of the time. This champ had a great ability to create different and artistic works that showed the pains of its contemporary society in an innovative structure. Therefore, a champ of principles that could provide a coherent and powerful form of expression was felt in the champ of advertising. According to the cultural and social capital of agents in both champs (New Wave Cinema champ and New Wave Cinema Advertising champ), this constructive connection emerged. New Wave movie commercials were formed in line with the concerns of this champ, and the agents of the Wave New Cinema advertising champ based their strategies on cultural and social capital. Pierre Bourdieu achieves a two-dimensional combination of objective and subjective structures by designing the Champ and Habitus in the champ of sociology, which allows researchers to study external factors as well as internal and individual factors that shape the strategy of agents. Achieve social. In this article, descriptive-analytical method is researched in the champ of advertising of new wave cinema films. The agents of this field are identified, their relationship with the agents of the New Wave cinema champ is studied, the effect of the power champ on the champ of visual communication is mentioned, and finally the analysis of the activities of the agents of this champ is based on their habitus and capital. The purpose of this analysis is to look at the art champ that has received less attention and also to pay less attention to the social analysis of this type of art champ. |
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| Keywords: Champ, Habitus, Pierre Bourdieu, New Wave cinema, Advertising, Poster, Graphic. |
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Full-Text [PDF 2998 kb]
(107 Downloads)
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Type of Study: Research |
Received: 2023/09/17 | Accepted: 2021/03/19 | Published: 2021/03/19
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