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SOURCE:    Historical, Philosophical, Political and Law Sciences, Culturology and Study of Art.
Issues of Theory and Practice
. Tambov: Gramota, 2015. № 9. Part 2. P. 204-208.
SCIENTIFIC AREA:    Study of Art
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Shchetinina Nataliya Vladimirovna
Saint Petersburg State University

Abstract. The article deals with the significance of the aesthetics of mass culture and the images of advertising in the creativity of Jeff Koons. The scientific novelty of the work is in the identification and analysis of J. Koons’s strategy on the creation of the universal language understood by general audience, in which the images of art history are re-formulated. The author proposes to shift the emphasis from the critical component of appropriation that is typical for the existing researches to the problem of the interpretation of art works, which are created by means of the appropriation of the images of mass culture and advertising.
Key words and phrases: апроприация, Джефф Кунс, массовая культура, реклама, современное искусство, эстетика, appropriation, Jeff Koons, mass culture, advertising, modern art, aesthetics
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