Here are my booklets for the project.
PDF documents: selinsargut-booklet
Final updated version of my project proposal:
And my prezi presentation: http://prezi.com/wmr07rbrhpyb/?utm_campaign=share&utm_medium=copy&rc=ex0share
You can also find my promotional video: promotional-selinsargut_web(Converted)
Could not upload real videos, GIF’ s are really in poor quality bud may give an idea.
Pure Photoshop
Sexualisation
Self Esteem
Calculating…
One of the most important source for my project is the report of PIRC (Public Interest Research Centre) and WWF-UK (World Wide Fund for Nature), “Think of me as Evil?”. It is first published in 2011, reviews the evidence for the cultural impacts of advertising in more depth and I found it very helpful to explain what I am trying to show with my project.
According to the report,
1: Advertising’s aim is to increase the overall consumption. The message is; Save less, barrow more, work harder, consume greater!
2: Advertising is a manipulator of cultural values. Normalising some behaviours and generally appeals to extrinsic values:
CONFORMITY, TO ‘FIT IN’ WITH OTHER PEOPLE.
IMAGE, TO LOOK ATTRACTIVE TO OTHER PEOPLE IN TERMS OF BODY AND CLOTHING.
FINANCIAL SUCCESS, TO BE WEALTHY AND MATERIALLY SUCCESSFUL RELATIVE TO OTHERS.
ACHIEVEMENT, PERSONAL SUCCESS THROUGH DEMONSTRATING COMPETENCE ACCORDING TO SOCIAL STANDARDS.
POWER, SOCIAL STATUS AND PRESTIGE, CONTROL OR DOMINANCE OVER OTHER PEOPLE AND RESOURCE
3: Advertising promotes the choices by influencing and creating implicit impacts. We do not have freedom to avoid advertising. Both adults and children are affected.
Commercialisation creates pressure to consume and sexual images, sexualise children( affects mental and physical health, food-drink habits, low self-esteem, obsessive concern with appearance)
In most examples, messages are more powerful than products. They mediate relationships between consumer and the brand in different ways.
I want project a percentage calculator on every poster like that and I may choose one example from each category.
Video: chart_background
%10 Product – %90 sex
%10 Product – %90 stereotyping
Women in a weak or childish positions, men is powerful. Stereotyping and normalising how woman and man should behave.
IMAGE
CONFORMITY
%10 Product – %90 Photoshop
After my research now should think about how can I achieve my goal. I know what I am going to use but my idea is crucial. I should find out a way to show the messages that focus on human perceived needs and idea that “purchasing things is, in itself, a pleasurable activity“. Also ı should add my gantt chart : selinsargut-ganttchart
This is an example, how I am going to make the poster and what medium I am going to use:
Simple Poster and Projection Mapping
My Inspirations
Adbusters describes itself as anti-advertising: it blames advertising for playing a central role in creating, and maintaining, consumer culture. This argument is based on the belief that the advertising industry goes to great effort and expense to associate desire and identity with commodities. Adbusters believes that advertising has unjustly “colonized” public, discursive and psychic spaces, by appearing in movies, sports and even schools, so as to permeate modern culture. Adbusters’s stated goals include combating the negative effects of advertising and empowering its readers to regain control of culture, encouraging them to ask “Are we consumers and citizens?.”
Subvertising is a portmanteau of subvert and advertising. It refers to the practice of making spoofs orparodies of corporate and political advertisements.[1] Subvertisements may take the form of a new image or an alteration to an existing image or icon, often in a satirical manner. A subvertisement can also be referred to as a meme hack and can be a part of social hacking or culture jamming.[2] According to AdBusters, aCanadian magazine and a proponent of counter-culture and subvertising, “A well produced ‘subvert’ mimics the look and feel of the targeted ad, promoting the classic ‘double-take‘ as viewers suddenly realize they have been duped. Subverts create cognitive dissonance. It cuts through the hype and glitz of our mediated reality and, momentarily, reveals a deeper truth within.”
UPPERCASE magazine : Issue 20 marks 5 years of UPPERCASE magazine! This is an amazing feat considering that we are a small publication with little or no advertising, fully supported by our readers and subscribers.
SPON – Wenn aus Models Monster werden-Kunst vs. Werbeindustrie
By using the advertising space and how the human figures are represented in that space, Vermibus is removing the masks that we wear and is criticizing advertisement which takes away a person’s identity to replace it by the one of the brand.
“You might think it doesn´t concern you, but advertisement gradually and unobtrusively invades the subconsciousness of each and everyone one of us.
It is our turn now. We abuse advertisement, the one constantly abusing our innermost desires, thoughts and feelings in order to sell goods. We twist, modify and transform advertisement so it speaks the language of art for at least a while. We create different commercials, those you cannot miss, and those which invoke restlesness.”
I can make the opposite, taking a poster and putting it into smaller pieces and mixing can be an other idea.
Instagram photos for tag #adbusting | Statigram
In the first weeks of the semester, I was so busy with the concept of the project. Every week my plans have changed and finally I came up with a more detailed project proposal. Briefly it is about the visual language that advertisements are using. Creating awareness about messages that are manipulating our life and trying to make us obey the rules of the capital system.
Here is my updated proposal:selinsargut-proposal2
Research has a crucial importance for my project and during this week I spend by time by making research. I need to focus on how people are affected from advertisements.
Psychological theories of motivation show that I should observe advertisements in 5 categories:
1. Physiological needs, such as hunger and thirst.
2. Safety needs, for security and protection.
3. Social needs, for a sense of belonging and love.
4. Esteem needs, for self-esteem, recognition, and status.
5. Self-actualization needs, for self-development and realization.4
Advertising appeals to many different values, to emotional as well as practical needs, to a range of desires and fantasies. The multitude of advertisements are selling the joys of buying, promoting the idea that purchasing things is, in itself, a pleasurable activity.
John Berger also has too many work about the subject. Here is his documentation about advertisements.
Ways of Seeing (final episode)
He says that publicities both promises a dream and it threatens us. There is an illusion of a glamorous world and people should envy it. In this world making money shown as something magical and we are becoming anxious about money. In a general perspective it can be said that:
1. People shown in advertisements are part of a good life. They are smiling and everything surrounded them are objects of pleasure. They are promising us the greatest pleasure.
2. Skin has crucial importance in advertisements. This is a skin without biography. Generally, nudity of woman is showing another form of dress and skin is a surface that we can touch.
3. A far away place emphasised. Traveling to elsewhere, being in two worlds at the same time, being pure and innocent and ready to travel are part of the imaginary world in advertisements.
Advertisements are working on our imagination and interpreting the world around us. Exclude us as we are now and behind the paper there are our hidden needs.