Creative Advertising notes

 Creative advertising is a tool used by capitalism to change established values within society.

• For the first time advertising showed women as not an object but having fun, giving more freedom to women. 
• Advertising is influential in changing our perception and what we may need and want.
• An advert has no short term effect specific to the product, for example if you were to see a 2 year old advert it could still make you want to buy the product, as it modifies us over a long period of time. 
• Barbara Kruger - Feminist Conceptual Artist - I shop therefore I am - In my opinion it accurately shows the control that advertising has among the public and how objects we buy can describe us, they become us.
  
  
  
  
  
• Advertising is often accused to treating people as cultural stereotype of their sex. For example perfume adverts in 1950's, the women were portrayed as objects, extremely sexist.
• Does sex sell? - It can be interpreted to sell an attitude to the viewer. Trying to keep the viewer engaged for example in Diesels 2010 campaign - Unfortunately we sell jean, and Tom Ford for men was highly revealing but was not banned as it related to the magazines it was presented in.

 Advertising - Negative or Positive?

• It drives global economies, helps to sell products, sales etc.
• It drives creativity, for example the first "wave of creatives" were revolutionaries who were creating utopia, for example Mayakousky and Rodchenko.
• Alphonse Mucha was regarded as a pioneer for the movement Art Nouveau, in which he used his work for advertising, mainly depicting women in elongated and pastel hue structures. There is an interpretation that Mucha was sexist through the way he portrayed the women as 'extremely beautiful' through the poses and anatomy of the figure.
• Russian Constructivism - angular, geometric, use of three main colours, typography, propaganda.
• Second "wave of creatives" initiated persuasive advertising
• Paul Rand
• William Bembach - started the freedom of advertising and was the first that brought and changed advertising as something revolutionary
• Advertising is a very powerful form of art - art feeds advertising and advertising fits with art
• Advertising shapes popular culture for example the ipod adverts with the silhouettes - giving an image attitude.
• It is endlessly entertaining - The Guardian Newspaper advert 'Three Little Pigs' is an example of story telling and emphasises that the newspaper will bring truth and facts to the public - an interesting way to portray through advertising. 
• Advertising can enlighten and inspire - can be striking and powerful for example the MDA Campaign in America, where parents of children formed together to put a stop with the supply and demand of guns with in the public domain. 
• Advertising can reflect the hopes and dreams of people, this can be seen in the Olympics advertising.
• It can challenge you to do something - Nike 'Just do it advert' - if you can do something show that you can do something differently. 
• It questions social attitudes - United colours of Benelton - and it raises social awareness for instance the 'Dumb ways to die' for the Metro trains, showing awareness of the dangers of trains and is specifically aimed at young audiences.