{"title":"Art de Déconcentration","authors":"Adrian Pelc","doi":"10.1163/25896377-bja10004","DOIUrl":null,"url":null,"abstract":"Abstract The paper attempts to establish a dialogue between advertising, the Yugoslav avant-garde and a theoretical discourse on the “death” of the avant-garde. In a first step, the trope of the avant-garde dying through its techniques being appropriated by advertising is briefly scrutinized. In a second step, the article demonstrates that the axes of exchange between Yugoslav avant-garde movements (Zenitism, Hypnism, Dadaism) and early advertising were multifold and irreducible to a simple matrix of originality and bad appropriation. Finally, the results of the analysis are considered from the perspective of “peripheral modernism” and their consequences for the grand death-discourse are scrutinized.","PeriodicalId":495709,"journal":{"name":"Journal of avant-garde studies","volume":"152 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2023-09-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of avant-garde studies","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1163/25896377-bja10004","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 0
Abstract
Abstract The paper attempts to establish a dialogue between advertising, the Yugoslav avant-garde and a theoretical discourse on the “death” of the avant-garde. In a first step, the trope of the avant-garde dying through its techniques being appropriated by advertising is briefly scrutinized. In a second step, the article demonstrates that the axes of exchange between Yugoslav avant-garde movements (Zenitism, Hypnism, Dadaism) and early advertising were multifold and irreducible to a simple matrix of originality and bad appropriation. Finally, the results of the analysis are considered from the perspective of “peripheral modernism” and their consequences for the grand death-discourse are scrutinized.