Typologies of aesthetic imitation in advertising

  • Gino Giacomini Giacomini-Filho USCS
Keywords: advertising, imitation, innovation, advertising aesthetic


This text intends to propose conceptual typologies that show possibilities of aesthetic imitation in advertising. This conceptual base is important because imitate practice in advertising is something common and adds interests in the authorial and social fields. It is an exploratory study that uses bibliographical research about advertising, imitation and aesthetic elements of advertising. It was found six typologies: falsification, piracy, plagiarism, knockoff, adaptation and parody.


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Author Biography

Gino Giacomini Giacomini-Filho, USCS
Coordenador do Mestrado em Comunicação da Universidade Municipal de São Caetano do Sul (USCS). Doutor e Livre-docente em Comunicação Social (ECA/USP). Docente na USCS (mestrado e graduação) e na ECA/USP (graduação). Autor dos livros "Consumidor versus Propaganda" (Summus, 2008) e "Ecopropaganda" (2004).
How to Cite
Giacomini-Filho, G. (2011). Typologies of aesthetic imitation in advertising. MATRIZes, 4(2), 216-238. https://doi.org/10.11606/issn.1982-8160.v4i2p216-238
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