his dissertation deals with the relationship between [art] the city and contemporary media from the perspective of developing knowledge and poetic aesthetic, which is the substrate AXEexcite campaign, an advertising product that, in light of this hypothetical work environment for producing artistic enjoyment as a side effect of the advertising campaign. This campaign offers a variety of technological resources and image relevant to the fields of languages and artistic expressions. For the development of this knowledge, we as a methodological procedure Content Analysis relevant to the fields of art and communication implicit in the advertising campaign AXEexcite. We dissect the object of study, with the intention of revealing the simultaneous time-spaces and landscapes that reconfigure the new urbanism (the royal city, creating a virtual city), and taken as espetacularizada art scene, the alliance between artistic languages and image technology as provocative element, strengthens the relationship between art and everyday life. Admitted to the line of research processes of Creation, Transmission and Reception in Art, the thesis aims to ultimately apply the guidelines of this line to read the hype AXEexcite deodorant, to probe mergers in the art communication and surprising aesthetic experience in sociocultural relationships activated in urban space.
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