The dance space in audiovisual advertising

Abstract

Thinking about the dance is such a difficult and exciting challenge as dancing. Practice demands discipline, patience and requires the dancer constant confrontation with the limits of his/her body. Concerning reflection, it demands a researcher’s vast effort and a passionate interest that gets into this universe still little explored by academic research, if compared to other arts like painting and cinema. Dance exists through the dancer’s body movements and its duration is just the moment of this extraordinary and unusual movement. Just like us, it is corporal and ephemeral and this may be one of the keys to understand the low research on the dance. Talking about body and ephemerality is to highlight two intrinsic conditions to human beings, of which we do not always want to remember. This article starts a work whose initial goal is to understand one aspect of dance: its communicative character. But it is only the beginning of a long search for making dance a more accessible and explored subject matter.