Creative Rhetorics

Cybernetcs

Brand Identity

Panopticism

Panopticism

1) What is the major effect of the Panopticon?

The Gaze

There are several most commonly used in advertising forms of gazes which are: the spectator's gaze, the intra-diegetic gaze, the extra-diegetic gaze and the look of the camera. Here I have some examples to illustrate all of them:

Simulacra

Plato Simile of the Cave

In the Simile of the Cave Plato uses an allegory to illustrate human nature in its education and desire of education. It can be explained as some sort of a journey from ignorance to enlightenment.
 For prisoners from the cave the shadows on the wall are sort of reality, for Plato they are just illusion and belief. He then explains, that philosopher is like a prisoner who came out from the cave and started to realise that the shadows he's been seen all his life are not the form of the reality at all, because now, Fred from the cave with an opened mind the philosopher can perceive the true "real" form of reality rather then just faded shadows. Plato also called this process the ascent of the mind from illusion to pure philosophy.

Creative social media campaign

I've chosen #giftpicks social media campaign by REI because, in my opinion, this campaign could teach us how to use social media to cater to company's customers, individualize their experience, and create a meaningful relationship. I think this approach might be considered as revolutionary compare to majority of social campaigns the main purpose of which is just to entertain or inform.

The real mad men

1) The period of 1950s-60s in USA was a new era in advertising and a start for the creation of the new generation of people: restless, reflecting and searching for their identity. Cultural and aesthetic context of that time allowed the new generation to feel free and get inspired. Cinemas were showing Rebel Without a Case and Seven Samurai. At the theater Pulitzer Prize winners were on stage: Tennessee William's Cat on Hot Tin Roof and Eugene O'Neil's Long Day's Journey into Night. And everything was surrounded by jazz. This was the background of this new generation of creative people. And this cultural context was surrounding DDB ads in 50s & 60s.

1970s

I have chosen this 1970's Avon cosmetic brand for contextual analysis, because it was one of the few ads of that time I could find in the archive which used contextual references.

Levi's Laundrette

Postmodernism characteristics are: "An emphasis on surface, image…a lack of seriousness expressed through modes of pastiche, parody and irony; blurring of critical boundaries between high and low art, historical and present, the different genres …host to multiple intertextual references"

René Magritte: Fine Art vs Advertising

Since the late 19th century when the advertising industry was born, there has always been a great connection between advertising and fine art. It is obvious that eye-catching campaigns with usage of affective paintings are necessary for ad agencies success. And the Belgian Surrealist René Magritte has had a biggest impact on the advertising industry both at his time and today.

LMS ads

There are several reasons why LMS ads are typically modernist.

Firstly, modernist aesthetic considers bold designs, simplified forms and striking colours. And all these visual features had been used by modern artist creating advertising posters for LMS.

 

 

So clean

The Lever’s creative adverts had been influenced by the historical context.
In the end of 19th century the large-scale colour printing technology had developed a lot that enabled companies to use it for creating their advertisements.