The article outlines the evolution of anthropomorphism, from the prehistoric phase in the contemporary one, along with related concepts such as animism and personification. A number of food brands now use this metaphorical language to influence consumers behavior. Anthropomorphic archetype becomes thus the stereotype of communication strategies and the environment in which messages propagate is governed by the paradigm of corporeality. The rhetoric of many advertising campaigns “sex exploits” successfully the cliché of carnal seduction, namely to arouse gastronomic appetite by the erotic appetite.
LeRoy McDermott’s hypothesis proposes a perceptual interpretation of the Venus statues from to the Upper Paleolithic period these being in fact the first examples of human self-representations. The arguments he brings are of an artistic nature par excellence and they refer to the visual distortions arising from the subject’s point of view. The fantasy of being admired by others through the means of the nude selfie has generated a whole trend in today’s pop culture and Kim Kardashian is a prime example in this sense. The “shareware body” has gone through an entire history of significance, from Albrecht Dürer’s mystical meaning of the body, to Érika Ordosgoitti’s activist take on the matter. The widespread presence of the nude selfie raises the issue of virtual identity “pornification” while Katherine N. Hayles’ hypothesis questions the future of a posthuman reality that has already been foreshadowed.
The study follows the archetype - prototype - stereotype path in the evolution of the plastic model, in order to capture the organic connection between these notions specific to iconic language. The chronology is reversed to capture a contemporary stereotype of advertising images, as a result of an apparent form of expression of female emancipation: the erotic objectification of man. Far from being just „trendy”, the visual motif has a whole history that deserves to be pointed out as the different approaches always reflect the spirit of that era.
During the 2016 presidential election debates, Donald Trump became the subject of a guerrilla campaign initiated by the anarchist group Indicline, through which five grotesque nude statues of the Republican candidate were installed in various cities in the United States. The message was not accidental considering that nude photos of Melania Trump from the beginning of her modelling career were re-published simultaneously. Through aesthetic antithesis, the image of the naked body was supposed to stigmatize the couple in public perception, starting from an artificial reality created in the everyday landscape, but which had to become viral in the online environment.