Silêncio e Intertextualidade: O Discurso Poético na Publicidade Audiovisual de Wong Kar-wai

Abstract

This article analyzes, through the analysis of the discourse of the French school, the advertainment film The Follow, created and directed by Chinese filmmaker Wong Kar Wai, seen here as artistic creation, particularly as poetic language. We argue as a first hypothesis that the work, when proposing a new look at the recurrent narrative structures of cinema and advertising can, from implicit and not said, evoke silent references that are part of the cultural repertoire of the viewer to give sensitivity to the narrative. The theoretical support of Bakhtin and Kristeva makes it possible to think about the practice of intertextuality as an artistic construction of advertising and with the thought of Sontag and Orlandi, we approach the filmic poetics through the silences, obligatory in the creative act. Finally, this article does not conclude in itself and, as in the poetic act, it does not end, it simply happens.