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2013, iss. 141, pp. 101-126
How to create a perfect beauty in art and in reality?
University Singidunum, Faculty of Media and Communications, Belgrade
The Modernization of the Western Balkans (MESTD - 177009)

Keywords: culture of beauty; idealization; Dove commercial; Early Modern art and theory; new media vs. old media
Although history does not offer the dictate of beauty such as we encounter today in the industry of beauty, the notion of beauty in visual arts was not far from the contemporary issues. We may note that sensual beauty, during the long history of the culture of beauty, was taken as a reflection of a higher perfection. However, it originated from the nature and artists could improve the nature in their art by using various strategies to realize the beauty as perfection. Today, we encounter the same ancient and early modern ideals and strategies combined with new media, especially with the computer generated image. The concept of ideal beauty has not changed. The media have, and the development of the technology enabled an embodiment of purified and perfected nature, as well as a demonstration of the process of its surpassing - unfolding in front of our eyes - as in the case of the commercial for 'Dove (Natural) Beauty' Campaign that may serve as an illustration of the ancient process of study, selection and idealization. The same concerns did not belong exclusively to the domain of visual arts, i.e. virtual worlds, but they also represented a set of more worldly, everyday life, subjects of discourses on beauty and the possibility of its achievement, as exposed in the seminal On the Beauty of Women, written in 1541 by Florentine humanist Angelo Firenzuola.


article language: English
document type: Original Scientific Paper
DOI: 10.5937/kultura1341101M
published in SCIndeks: 17/04/2014

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