Adverts are creating copies of copies so you too can aspire to a lifestyle that doesn't exist via a romantic connection to a product. You can now hear songs which sound like songs reminding you of memories you've never had and the emotions (which you've never experienced) connected to these memories.
Here is what Nikon claims for their advert “We hope this campaign will help to extend the legacy of the Nikon brand to a wider European audience. By reminding our customers that they too are at the heart of the image, we hope to ignite a new understanding of photography – one where anyone can express themselves, regardless of their photography experience.” Julia Peuckert, planning director at Jung von Matt, adds: “We feel that this campaign really gets to the core of how photography is used today: in a playful, social and self-expressing way. By using real people in real situations we hope our audience will recognise itself and will feel inspired by Nikon.”
Then consider Emirates Airlines advert, with a specially commissioned song
Here is how the advertising agency behind this campaign describe it "Emirates kicks off a global brand campaign through Strawberry Frog on April 2 , centered around connecting people and cultures through the shared experience of travel. The Dubai-based airline says it aims to represent 'globalistas' - well traveled individuals who are not defined by typical demographic statistics but by the places they have visited and the experiences they have shared."
You can also 'experience' nights out thanks to Smirnoff
Smirnoff 'Crazy Nights' from Matthias Koenigswieser on Vimeo.
Here's what Smirnoff say “Crazy, Crazy Nights is a classic song and the ad showcases brilliant original nightlife of which Smirnoff is at the heart. The track will remind the thousands of revellers who attended the Smirnoff Nightlife Exchange Project this year of those ‘Be There’ moments, those special times during a memorable night about which you can say ‘I was there’.”
Those adverts aren't PoMo, they are just part of the the postmodern experience.
This Ikea advert is PoMo
This advert allows you to be cynical and cool as you know it's all a lie but then you go and buy it anyway. This is ironically summed up in Fight Club (a film made for profit by a major US film institution)
Alienation anyone?
Here is what Nikon claims for their advert “We hope this campaign will help to extend the legacy of the Nikon brand to a wider European audience. By reminding our customers that they too are at the heart of the image, we hope to ignite a new understanding of photography – one where anyone can express themselves, regardless of their photography experience.” Julia Peuckert, planning director at Jung von Matt, adds: “We feel that this campaign really gets to the core of how photography is used today: in a playful, social and self-expressing way. By using real people in real situations we hope our audience will recognise itself and will feel inspired by Nikon.”
Then consider Emirates Airlines advert, with a specially commissioned song
Here is how the advertising agency behind this campaign describe it "Emirates kicks off a global brand campaign through Strawberry Frog on April 2 , centered around connecting people and cultures through the shared experience of travel. The Dubai-based airline says it aims to represent 'globalistas' - well traveled individuals who are not defined by typical demographic statistics but by the places they have visited and the experiences they have shared."
You can also 'experience' nights out thanks to Smirnoff
Smirnoff 'Crazy Nights' from Matthias Koenigswieser on Vimeo.
Here's what Smirnoff say “Crazy, Crazy Nights is a classic song and the ad showcases brilliant original nightlife of which Smirnoff is at the heart. The track will remind the thousands of revellers who attended the Smirnoff Nightlife Exchange Project this year of those ‘Be There’ moments, those special times during a memorable night about which you can say ‘I was there’.”
Those adverts aren't PoMo, they are just part of the the postmodern experience.
This Ikea advert is PoMo
This advert allows you to be cynical and cool as you know it's all a lie but then you go and buy it anyway. This is ironically summed up in Fight Club (a film made for profit by a major US film institution)
Alienation anyone?
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