In a
technologically advanced society, some advertisements and images are being
unrealistic. Because of the roles of marketing, designer needs to consider the attractiveness
of advertisement. It helps to sell the goods and attract people to buy.
However, the advertisement and images are easily detached from the external
world. Nike advertisement can be a good example to explain this idea.
Nike advertisement (VAPOR 8 running shoes)
The
advertisement of Nike is selling the speed of wearing their running shoes but
it is hyper-real. The real and the fiction are blended together. They use the
spark represent speed. Maybe you can run faster when you are wearing their running
shoes because the shoes are comfortable and light. However, I don’t imagine you
can be similar to Nike advertisement which has some sparks when you are running.
It is surreal. Their advertisement fully
presents the image and characteristic of their goods but also shows the advertisement
is detached from the external world. A French sociologist Jean Baudrillard defined the four phases of the image. We can see
that most of the advertisements make the perversion of reality or even make the
absence of a basic reality. Their idea is unconstrained in style. They always
exaggerate the media image in order to enhance attractiveness. Some unreality
and simulation of images are created. Therefore, the detachment of media image
and external world become distinct. Nike advertisement also truly reflects this
idea.
Student name:
Tam Yi Ki
Dear Yi-ki, I am glad that you can make reference to Baudrillard's idea in your discussion of advertising image. Nice. The point about 'unreality and simulation of images are created" is brief and not clearly formulated. This is something that improvement is required.
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