Aesthetic function, artefakt, advertfakt, structure

Estetická funkce jako určující charakteristika nejen uměleckého díla, ale také advertfaktu, produktu, jehož cílem je ovlivnit nákupní chování. Zároveň je ovšem estetika advertfaktu redukovanou estetikou, tedy neplnohodnotnou, protože účelovou.

The language of art could not be studied by a simple transposition of linguistic models, as Jakobson and certain structuralists still insisted. Parallel with concept of intertextuality, Lotman elaborated a notion of art as a ?secondary modeling systém?. Based on natural langure, ar tis nevertheless of another, ?superstructural? order: it redistributes the primary logic of langure according to new logical rules, conferring on humanity new mental (or, as one would say today, new cognitive) possibilities, different principles of logic for the reconstruction of the self and the world.