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Manifesto of Surrealism, Andre Breton, 1924 [1] |
The task this week was to look at surrealism, how it influenced advertising and to find the artist who caused the influence. First I am going to look at some artists work that came from the beginning of surrealism. One memorable piece of artwork which you should know and is called 'This is not a pipe'. This was produced by Rene Magritte in 1929 and is a very simple example of surrealism as it obviously shows an image of a pipe, but the typography describes it as not being a pipe. Simple yet effective.
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This is not a pipe, Rene Magritte, 1929 [2] |
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This is not a roof tile, Atletico International Advertising, 2006 [3] |
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This is not a banana, Atletico International Advertising, 2006 [4] |
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The Temptation of St. Anthony, Salvador Dali, 1946 [5] |
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The Persistence of Memory, Salvador Dali, 1931 [6] |
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Volkswagen Polo Blue Motion: Dali, DDB Advertising [7] |
Now I am going to look at artists who don't particularly have any links with the work of previous artists, but they have used some slight inspiration from all of them, along with their own initiative, to create these outcomes. First I am going to look at an advertisement by a company called 'Lifebuoy', which is a company who specialise in germ protection, through the sales of soaps, hand washes and many other products. In this advertisement they were trying to get across that whatever you touch, is in fact what you are eating. You can see in the first image below that thee is a cat that has been shaped into a croissant, which is implying that if you touch a cat then go straight to eat a croissant without waning your hands, then you are typically eating the cat. A very strange way to put across the idea of making sure you wash your hands before you eat, yet again one which I believe will have been very successful for 'Lifebuoy'.
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Cat Croissant, You Eat What You Touch Advertisement, Lifebuoy, Nemesis Pictures [8] |
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Hamster Cupcake, You Eat What You Touch Advertisement, Lifebuoy, Nemesis Pictures [9] |
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Dog Bread, You Eat What You Touch Advertisement, Lifebuoy, Nemesis Pictures [10] |
The next advertisement I am going to look at is called 'Help Yourself' which was designed for CVV (Suicide Prevention Center). The work is very simple and the main part of the design doesn't include any drawings, it is basically the shape of someone cut out of the main paper, to look like they are holding onto themselves and to stop them from falling down to the floor. They have used the negative space and positive space excellently within this design, which is unlike any of the other surrealist work I have seen. They have thought outside the original box, and again outside of the next box. Below is the 2 examples of the advertisement, one showing a female outline and the other showing a male outline as anybody can commit suicide.
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Help Yourself (Female), CVV, Leo Burnett [11] |
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Help Yourself (Male), CVV, Leo Burnett [12] |
Through the simplicity of the design they have got their point across very well. You can see how the figure looks to be trying to help itself, for the shocking imagery, and then the information is shown above very clearly as there is nothing else on the design. Another very good design idea which was produced by a design company called 'Leo Burnett'.
To finish I would lie to say how although the main surrealist art movement was supposed to have ended in the 1960's, you can still see in todays world how artists and designers are using this to their advantage. Above I have shown examples where artists and designers have used the artists who created surrealism to influence their work, and also artists and designers who have used their own initiative to think further into surrealism and what they can do with the technologies of today.
Image References:
[1]http://adsoftheworld.com/media/print/mcdonalds_filetofish_fish_bowl?size=_original
[2]http://collections.lacma.org/node/239578
[3]https://artisticusj.wordpress.com/category/surrealism-2/
[4]https://artisticusj.wordpress.com/category/surrealism-2/
[5]http://webneel.com/i/0/1-the-temptation-surreal-painting-by-salvador-dali/09-2013/d?n=9210
[6]http://uploads5.wikiart.org/images/salvador-dali/the-persistence-of-memory-1931.jpg
[7]http://adsoftheworld.com/media/print/volkswagen_polo_blue_motion_dali
[8]http://coilhouse.net/2008/09/weekly-ad-uncoiling-lifebuoy-handwash/
[9]http://coilhouse.net/2008/09/weekly-ad-uncoiling-lifebuoy-handwash/
[10]http://webneel.com/design/daily/You%20eat%20what%20you%20touch-Lifebuoy-dog-toast/0/0/You%20eat%20what%20you%20touch-Lifebuoy-dog-toast-/jpg?nid=8174
[11]http://powerusers.co.in/30-superbly-done-creative-ads/
[12]http://www.dailydesigninspiration.com/diverse/adv/leoburnett/Help-Yourself3-o.jpg
[13]
[14]
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