Dal proverbio allo slogan pubblicitario: letteratura e distruzione dell'esperienza

The assay aims to show the close connection between what Giorgio Agamben called “destruction of experience” and the decline of certain literary genres. The case of proverb ends up paradigmatic in this sense: on the one hand the destruction of experience questions its authority, on the other its syntactic structures are reprocessed in new forms and genres, such as the advertising slogan. Therefore, the assay analyzes the Walter Benjamin’s theoretical reflection on proverbs, as illustrative of this fundamental phenomenon of modernity.