THE USE OF ART AS AN INTERTEXTUAL TOOL FOR COMUNICATIVE PURPOSES. THE RELATIONSHIP BETWEEN ART AND ADVERTISING AS BRAND MANAGEMENT IN THE CASE OF THE CLASSICAL PYRAMIDS OF GIZA

Abstract

Egyptian art comprises a series of artistic disciplines with clear communicative, advertising and propagandistic intentions. The constant commitment of the politico-religious power of the time, and throughout its history, has provided an extraordinary artistic legacy that, beyond showing techniques or feelings, both of the artists and of society, reveals, after analysis, the relationship between art and persuasive advertising, highlighting those circumstances, works or transmitters thanks to which both languages have been closer, either because advertising has been closer to art or vice versa.

The result of the confluence between artistic guidelines and communicative purposes (specifically propaganda) was an extensive persuasive campaign and the creation of a powerful brand image, which is analysed here and dissected in communicative terms.