The Citroën DS was not just a car but the result of a new, disruptive and avant-garde design. Starting from the essay by Roland Barthes "The new Citroën", published on Mythologies (1957) this article aims to demonstrate that the Déesse was a tangible sign of her project and that, thanks to the transition from the industrial text to the advertising discourse, she was able to erase time by crossing it, overcoming the obsolescence of the industrial product and becoming a popular work of art, a matrix of values, a real brand.
La Citroën Déesse. Dal prodotto al brand.
Giovanni De Luca
2020-01-01
Abstract
The Citroën DS was not just a car but the result of a new, disruptive and avant-garde design. Starting from the essay by Roland Barthes "The new Citroën", published on Mythologies (1957) this article aims to demonstrate that the Déesse was a tangible sign of her project and that, thanks to the transition from the industrial text to the advertising discourse, she was able to erase time by crossing it, overcoming the obsolescence of the industrial product and becoming a popular work of art, a matrix of values, a real brand.File in questo prodotto:
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