Narracja i konwencja gotycka w przekazach reklamowych

Abstract

The present article concerns the relations between the classically understood Gothicism and the modern advertising messages. Gothicism, which used to be an alternative, unpopular and non-commercial niche convention, has been adapted and employed by the mass market. After analysing briefly the basic assumptions of Gothicism, determining its scope of meaning, and showing the transformations it constantly undergoes, the author of the article presents the methods and goals of using the Gothic convention and narration in advertising. Gothicism perfectly fits the post-modern landscape of the contemporary media. Its appearance on the commercial plane, the change of context, or the transmutation it undergoes becomes a manifestation of the post-Gothic convention. However, advertising uses not only the characteristic visual aspect of Gothic, but also the accompanying enormous emotional load. Popularity and widespread application of Gothic elements in advertising is also associated with the evolution in advertising itself, and the emergence of its new types, such as shockvertising or oddvertising.