Lietuvių literatūra ir reklama: vartotojų visuomenės poezija

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LTLiteratūra, kuri siekia vaizduoti šiuolaikinį gyvenimą, nebegali ignoruoti reklamos ir jos reklamuojamų produktų. Monografija pasakoja apie šiuolaikinės lietuvių literatūros ir reklamos susitikimus, kurie ne visada pasibaigia konfliktiškai. Išskiriamos pagrindinės reklamos motyvų panaudojimo literatūroje strategijos, sąsajos su vertybine sakytojo laikysena. Parodoma, kaip šiuolaikinė lietuvių literatūra, pirmiausia poezija, artikuliuoja savo vietą visuomenėje, kaip išsako vartotojų visuomenės kritiką. Tiriant poezijos santykį su reklaminiais pranešimais, ryškėja estetinio ir manipuliacinio teksto skirtumai ir tam tikri jų santykio dėsningumai.Reikšminiai žodžiai: Šiuolaikinė lietuvių literatūra; Poezija; Reklama; Contemporary Lithuanian literature; Poetry; Advertisment.

ENHow does the poetry, which has preserved the high literary prestige in Lithuania by now, is widely associated with saying “the whole truth” and is almost the only sacral language in a profane society, interpret the modern-day advertising texts and the respective ideology of the consumer society reflected by such texts? This book is intended to find the answer to this question. The writers of the older generation are critical of the advertising motives, while the youngest writers already accept them in the easier way, i. e. almost as the air they breathe from their early childhood. Advertising as the whole mass culture or pop culture becomes a part of a recognizable world. This turn is partly the topic of this book. This is a book about the encounters of literature and advertising which do not necessarily always result in conflict. Inclusion of advertising motives reflects the objective of the modern Lithuanian literature to speak about the subsistence by means of casual figures, to avoid fancy events and figures in poetry. Exotica of faraway times and spaces as well as heroic achievements are left for the popular literature. Advertising motives are naturally involved while writing not only about modern everyday life but also about fancy phenomena. A modern poet often refuses their specific powers and specific role in the society, emphasizes his/her humanity with all its weaknesses. Sometimes, he / she goes even further by debating the remembrance of a heroic creator, he / she wears emphatically cynical mask, occupies the antiheroic attitude which is also the response to the stereotypical images of a hero prevailing in the mass culture. To feel worse than others: this reminds the version of ‘wrong’, negative romanticism because by shifting off specific roles, the poet only accepts other specific roles. [...]. [From the publication]