Modernism and the LMS ad's.

The LMS ad's were created to reflect the modernist period of the time. Unlike the works of pre-modernism, the ad's are quite minimalist and simple, although colourful and eye catching. They were each created by different artists, but with the same colour blocked style poster appearance.

 

 

The ad's were created to advertise places of interest in the UK. They were created during a time of a rising population density, with rising cities and busier people. The ad's needed to be eyecatching and easily recognised, to be seen by the bustling and busy population. Also at the time, with photography becoming a threat to art, artists needed to find a different way of capturing people, with techniques such as colour blocking and minimalism. They may have also been purposely targeted toward those with a more busy city lifestyle, showing them that there is a quiet place outside of the complicated city, where they can relax and enjoy the simplicity.

 

 

 

 

 



M, M & M.

Magritte, Modernism and Meaning.

 

 

Magritte emerged in the advertising boom of the 1920's. Although well known as an artist, Magritte also became involved in advertising. This can be seen through his creative responses to society and advertising at the time.

 

Magritte's work suggests his response to industrialism, which would have been a significant change to society at the time, with the accessibility of transport such as trains and newly structured urban living.

 

Magritte also connected a relationship between words and images much like advertising, and found that they are able to reflect eachother. He believed that these reflections created meanings to be in 'a constant state of flux', suggesting that the meanings that were associated were changing constantly, with different perceptions and society.

 

 

 

 

 

 

Surrealism

Surrealism by nature is interesting, because its based around the surreal and the things you wouldnt see in everyday life. This itself makes it good for advertising, if it works, it intrigues the viewer. It's the human way to be curious and to want to find the answers to things, and since surrealism is the un-answerable it catches the eyes of the people who see it.

 

The pictures below are the ads for Absolut's 'In an absolut world' campaign. The campaign itself is based around surrealism, the things that could'nt happen, but what could happen in an ideal or 'absolut' world. Like the idea of buying the 'perfect man' in a box and putting him together yourself, or politicians who's noses grow when they lie, like pinocchio.

 

 

 

 

 

The picture below is a campaign for Lifebuoy hand wash, 'You eat what you touch'. As the picture suggests, your croissant is actually your cat if youve just pet your cat.

 

 

Influenced by Salvador Dali, a famous surrealist, this ad for Volkswagen perfectly illustrates surrealism. It shows the connection between high energy consumption and low energy consumption, depicting the Volkswagen Polo to be as energy consuming as clouds.

 

 

 

 

 

So Clean! The influences on Lever's Sunlight Soap ads.

 

 

William Lever was the founder of Sunlight Soap, and was the man who turned advertising around with his addition of art in advertising to a country where ads were predominantly copy.

 

 

 

Lever's influence for these ads mostly came from society and culture at the time. His ads were firstly inspired by art, such as the picture above, which would have been percieved as modern at the time. He chose art works depicting women mostly, wearing white materials or around white materials and also young children.  He chose these as having white coloured, clean materials and clothing at that time would have been a sort of luxury. Also, with culture at the time placing women in the home as housewives, women would have been the primary target market for the soap.

 

 

Lever's use of children in the ads was influenced by the high infant mortality rate at the time, he also brings connotations of youth, life and purity through their use.

 

 

During the first world war, Lever's ads were inspired by imperialism and Britishness, as can be seen in the above picture. The ad is also similar to war time propaganda, which would have been very popular at this time.