Resum de la ponència
I believe that grace, in a round table, is the differentiated expression of those who intervene. In this sense, I tried to contribute a different vision from that of my colleagues, evaluating the advertising pieces of Cigarettes Paris from the criteria of current advertising, in order to highlight the shortcomings, errors and vices of this initial moment in which advertising barely discovers the connotative value of the image, but not yet the values of the brand. I also contributed a different view from that of my table colleagues on the relationship between art and advertising. Art, when it acts in advertising, becomes banal, superficial. It loses its function. It contradicts it. The idea that Cigarettes Paris collects, in an exhibition, a series of works of art, is more debatable. I think that it is more like, with a few exceptions, a show of second-rate artists who try to make a living making advertisements!