GOMEZ DE LA SERNA, RAMON

born July 5, 1891, Madrid died Jan. 12, 1963, Buenos Aires Spanish writer whose gregueras, brief poetic statements characterized by a free association of words, ideas, and objects, had a significant influence on avant-garde literature in Europe and Latin America. Gmez de la Serna studied law but never practiced. He devoted his life to literature, publishing his first book in 1904. About 1910 he invented the greguera (the word was accepted in the dictionary of the Academy), which he defined as "humour plus metaphor"; e.g., "it is only in botanical gardens that trees carry visiting cards." He also wrote biographies, novels, and plays. Although totally apolitical, he went into exile in Argentina in 1936 and suffered after Pern's fall in 1955. He founded the important literary magazine Prometeo and wrote more than 100 books and countless articles in leading European and South American newspapers and journals. His Dali (1977; Eng. trans., 1979) reflects the surrealism of both the artist and the author.