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it’s a love it or hate it kind of thing

February 7, 2011

©Silva Erglis 2010

 

Advertising. There doesn’t seem to be any middle of the road attitude when it comes to advertising, we either love it or we hate it. Sure there are some mediocre ads but because those ones manage to show up everywhere we get sick of them quickly.

Since Superbowl was just yesterday, not that I actually watched it, I’ve been engrossed in the ads that ran when big guys in tight pants weren’t tackling each other. Advertising has become a keen interest of mine over the years; I believe my interest started when I saw L’Instant Taittinger Poster with Grace Kelly. There was just something about that image, and many of the other vintage ads, that really struck me and I couldn’t place my finger on why. I was still under the legal drinking age when I first saw that poster but since passing that milestone I can properly appreciate it as an advertisement as well as art; that is what I couldn’t place my finger on before, it was art and advertising. I thought that because it was selling something it couldn’t possibly be art but over the years I’ve come to appreciate the subtle balance between physiology and creativity that advertising agencies are forced to find.

Thanks to the TV show Mad Men, the documentary Art & Copy, and the CBC radio show Age of Persuasion people are becoming more aware of the process required to make good adverts. When I first started to understand how much physiological research goes into the who, what, where, when, and how of an ad I fell in love with it even more and I started to become more aware of how they effected me and how they effected others around me. Using that poster as an example again, there is art in the simple styling and strong use of colour but more importantly in the use of Grace Kelly as the face of the product. By using one of the most beautiful women in history Taittinger instantly elevated themselves; Women would buy their product because that would put them in the same category as Grace Kelly and men would buy it because Grace Kelly is, well, Grace Kelly.

So, next time you see an ad, really take a minute to think about it, sure it’s usually no longer than a minute long or no larger than 8.5 by 11 but every pixel or dot of ink in front of you has been tailored to get your attention.

here are just a few of the ad’s I’m digging right now:

VW Black Beetle

VW Darth Vader (which I’m sure you’ve seen by now)

Calgary International Film Festival

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