Re: Commercialism and art

Brandon Van every (vanevery@rbdc.rbdc.com)
Thu, 7 Sep 95 18:37 EDT

>From my experience, there's shift in commericals happening right now. (I
can only speak for Norwegian advertising, but much of it is of american
origin). It seems that commercials are being separated from product. As
noone believes you if you claim your product to be 'the worlds best'
anyhow, why not get it asociated with something positive? One of the recent
Levi's tv/movie commercials is a good example of this. This is where the
whole thing is a short movie about a boy/girl (two versions) buying condoms
and later on comes around to get the son/daughter of the shop owner. It has
very little to do with product and very much to do with entertainment.
Levi's gives us something interesting/amusing, which in turn is connected
to their product.

Yes, now that you mention it I've noticed this sort of thing as well.
And I'll tell you what happens, for my own part. I remember the
stories, and completely forget what the product is! I've had this
happen on many, many occasions. Are other people just better at
retaining "weak associations" than I am?

Commercial art is a tricky notion. On one hand you have a lot of extremely
professional craftmanship, on the other you have commercial motivation. I
find ads interesting signs of what's the trend in society, perhaps more
than 'normal' art. I read an article on how commercials are targetet at
different nations. It said that Germans responded best to authority and
knowledge, like scientist telling _why_ the product is superior.

In the US,
happiness and nationalpride sells (weak selfesteem with economical
problems?),

That's the Republican "family values," "common man" bullshit rhetoric
at work. :-) It's definitely a big segment of our advertizing,
especially in these somewhat conservative times. But really, I'd say
most products in the USA are sold with sex.

I've also noticed an upswing of "military" advertizing, where a
product is associated with troops blowing bugles and such. Another
sign of the conservative times.

Japan, violence.

Wow, how odd. Anyone in Japan care to comment on this?

With the exceptions of rap music and hollywood, the USA doesn't
advertize _anything_ with violence. We have too much of a vested
interest in sticking our heads in the sand about all the real violence
all around us.

Norway and England respons best to ironical
and 'honest' ads, while in France, sex is a real boost. (You'll have to
take this with a pinch of salt, it was printed in a norwegian newpaper, and
naturally, norway comes out good)

I'm sorry, I just have to ask... forgive me, this has been a running
gag in my house for the last 15 years.

What do you think of Mrs. Olson? You know, Folger's coffee, back in
the 70's? Or did you never see it... USA advertizers might not have
been stupid enough to show such a thing in Norway, but that would be
giving them a _huge_ benefit of the doubt. :-)

Norway! That sparkling land of coffee....

Cheers,
Brandon