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Regular version of the site

Book chapter

Outdoor advertising: integration of commercial communication and art object

P. 30-38.
Savelyeva O. O.

Forms of mutual connection between advertising and art are analyzed. It is established that new aspects of such interaction are formed due to the so-called "actual art". At the heart of this new language is the replacement of a work of art with an art object, the use of non-standard materials for art, direct interactive, the immediate and direct reaction of the audience.