"Modernism, in the arts, a radical break with the past and the concurrent search for new forms of expression. Modernism fostered a period of experimentation in the arts from the late 19th to the mid-20th century, particularly in the years following World War I. In an era characterized by industrialization, rapid social change, and advances in science and the social sciences (e.g., Freudian theory), Modernists felt a growing alienation incompatible with Victorian morality, optimism, and convention. New ideas in psychology, philosophy, and political theory kindled a search for new modes of expression"
Art in advertising has always been prevalent, with examples such as Lever Brothers Sunlight soap ads or Letrec's Moulin Rouge paintings, art has been a primary component in what makes advertising happen.
These are ads for LMS train service created during the 1920's.
Following on from what Lever did with Sunlight Soap in which poster ads were commissioned paintings designed to project a certain theme related to the product/service. Here in the case of LMS the posters art is very much of it's time, contemporary or even modernist in style; with flat colours and bold outlines modernist aesthetics can be seen in the generally simplified design. Overall the composition is suppose to gain an influence on public taste highlighting both the rich country and prominent industrial side within Britain.
You've probably seen this picture before haven't you? This painting is called The Son of Man and was painted by Rene Magritte.
Rene Magritte (1898 - 1967) was a Belgian artist well known for his surrealist paintings that highlighted certain aspects of society at that time with the images injected with his own personal wit and his work often garners a thought provoking response with multiple interpretations due to his subtle and simplistic style. Now how does relate to advertising? You may ask?
Advertising has had a history on operating by emulating popular art forms in the case of surrealism it has been quite prominent in an industry where the main focus is on catching the audience's eye and gaining/holding their interest with surrealism offering that in spades. Surrealism in general has been a constant artistic technique added within the visual parts of advertising, mainly with abstract imagery or displacement of object in order to carry the message across.
An Example:
In this ad the image becomes striking in affect due to the switch from a standard human head for that of a fish. The disposition causes the surreal aspect of the piece to become the main focus which in turn offers the meaning and message behind the ad, reinforcing the message by use of the headline.
Rounding off, surrealism as a tool for the art is common practice within the industry as causing shock would later cause interest and attention, one of the most important things an ad should do.
Above is an example of Henry Lever's ads for Sunlight Soap, how they were produced was simple. The ads were originally paintings that Lever had in his collection, due to the lack of copyright at the time Lever simply just imprinted the Sunlight Soap logo onto the paintings changing the original intention of the piece to that of an ad for Sunlight Soap.
Lever's example of advertising was important as it allowed for more of a soft sell approach as well as showing advertisers at the time used whatever they had to their advantage via creative manners.
The official synopsis goes as follows:- ART & COPY is a powerful new film about advertising and inspiration. Directed by Doug Pray (SURFWISE, SCRATCH, HYPE!), it reveals the work and wisdom of some of the most influential advertising creatives of our time -- people who've profoundly impacted our culture, yet are virtually unknown outside their industry. Exploding forth from advertising's "creative revolution" of the 1960s, these artists and writers all brought a surprisingly rebellious spirit to their work in a business more often associated with mediocrity or manipulation: George Lois, Mary Wells, Dan Wieden, Lee Clow, Hal Riney and others featured in ART & COPY were responsible for "Just Do It," "I Love NY," "Where's the Beef?," "Got Milk," "Think Different," and brilliant campaigns for everything from cars to presidents. They managed to grab the attention of millions and truly move them. Visually interwoven with their stories, TV satellites are launched, billboards are erected, and the social and cultural impact of their ads are brought to light in this dynamic exploration of art, commerce, and human emotion.
Art & Copy is a slick and stylish documentary that focuses on the advertising history of America during the 20th century specifically when advertising became a massive part in american society, highlighting some of the most iconic moments in advertising with interviews from some of the big names in the industry.
Within the film we are subjected to commentary on multiple campaigns and how the creative minds
behind them gained the inspiration for the ideas as well as some input describing the cultural landscape of the time along with some talk on the background of these creative people, who have achieved legendary status within the advertising industry.
Inter cutting with these main sections are these highly interesting statistics that permeate throughout the film and adds important context into the advertising culture of today and how it affects society.
Such statistics include:
- The Global Advertising Business will exceed $544 Billion by 2010
- In the 70's the average city dweller received about 1000 advertising messages everyday; By 2009 it's closer to 5000
- Food Companies spent $32 Billion on advertising on 2008
- Car companies spent more than $15 Billion
- By 2008 Time Warner $8.8 Billion worth of advertising
- A 30 second Advertisement on American Idol costs $750,000
- Each year, the average child sees 20,000 TV commercial
- Americans see 61 minutes of ads each day
- 65% of Americans believe they are "constantly bombarded with too much" advertising
These statistics were to me the most eye opening moments of the film as it gives a more detailed picture of how large the advertising industry is and a more clearer idea of exposure in general. To me the most important statistics taken was the reaction of the general public (Americans in this case) to advertising exposure as more than half believe there is too much around. Since advertising relies on it's relationship to the public it is important to see why this is the case. By looking at the overall big picture, it is somewhat clear as to why the public thinks this way, the scope and saturation of advertising industry towards both people and businesses is just simply incredible as it is this constant thing playing it's part within today's society.
The concept of "Myth" in advertising has constant source for interpretation. The idea of Myth relates heavily to the Semiology in that it is primarily focused on the analysis of composition and content. In essence Myth is seemingly a factor for producing certain ideological messages hidden behind obvious meanings within works; generally speaking it is the interpretable part of the finished piece. Through the use of semiology and knowledge of content analysis, myth can be found by analysing deep within the ad as well as adding in ideology and certain cultural backdrops that relate best to the ad.
What is noticeable within this ad:
- The absence of the car showing that the driver is more valued
- The setting is out in an open space with rough terrain and no civilisation near by, the driver is out on his own. Being Solitary is how he achieve what he wants. Greatness comes from being away from the norm.
- His stance is postmodern. It emulates an iconic photograph picturing soldiers raising a flag. This could be humour added to show how the driver "soldiered" in his quest to succeed.
"Semiotics - The study of signs and symbols and their use or interpretation."
In order to extensively analyse what goes into the composition of an advert in relation to it's target and how the presentation reflects the brand identity, a high understanding of semiotics is required to break down the effects an ad may give to it's audience.
Semiotics or Semiology is simply the study of signs and how those signs can be interpreted, since advertising can be taken as communication through relate-able words and images semiotics would play a big role especially when it comes to the look of an and the feel that ad gives. Simpy out, techniques in semiotics helps us in breaking down and understanding how they try to evoke a response. The basis of Semiotics is that there is the Signifier and the Signified of which generates
the sign.
Semiotics are important in the composition of visual and verbal language which is how it applies to Advertising, in essence it helps in how everything put in a conceptual work has to be there for a reason alas aiding in the removal of unnecessary content so the ad will be more focused in what it has to say.
Within semiology are certain techniques used, an example of this is Transference. This is the shift from the source material in order to make a relation to the product. In essence the main focus must be on the meaning generated through the visual and verbal communication from the ad, again creating a response and creating a want/need.
An Example -
First the minimalistic styling of the ad may represent privacy and peace with the white colouring meaning something that's clean and new, the lighting highlighting this. The white space in the ad may represent quietness as well as comfort in one's own personal space. The single figure on his may show that the class is something exclusive and new, what the figure is dressed in reinforces who is the target market, a suit equals professionalism and business and this is an ad for business class.
