WPŁYW MALARSTWA SURREALISTYCZNEGO NA REKLAMĘ WSPÓŁCZESNĄ

The purpose of this article is to examine the influence of surrealistic painting on contemporary advertising, taking into consideration the differences in use of surrealistic references on three levels of literalness: advertisement citing specific, surrealistic images, advertisement made of mosaic of various borrowings from surrealistic painting, finally advertisement created in a surrealistic manner, considered as a type of post-surrealistic masterpiece. To begin with theoretical issues connected with postmodern culture of image, the phenomena of contemporary advertisement and its intertextual relations with art, author tries to find answers on following questions: Why surrealism became so attractive material for advertisement? Is it possible, to acknowledge advertisement profiting from surrealistic painting, as an example of postmodern statement? Is it valid, basing on its example, to treat about the type of transgression in contemporary advertisement? The conclusions of this analysis include: purpose and function of use of surrealism in advertisement, the role of visual layer, disappearance of persuasive function to the benefit of strengthening the esthetic function and inscribing advertisement into postmodern paradigm of culture.