piece pays homage to Marshall McLuhan’s statement, “Ads are the cave art of the
twentieth century” (Mechanical Bride).
Part of McLuhan’s argument was the fact that ads have the ability to act as an
ambassador of the zeitgeist for particular generations; records of the spirit
of a time. I feel that part of the zeitgeist of my generation is about
questioning, considering, and contemplating. People have adapted a
certain level of duty to look out for themselves and the people they care
about. Passively accepting the word of authorities and figures of power is a
comfort that is dwindling to extinction. Society today is becoming more and
more savvy and they want to be challenged. This piece is a reminder that
advertising is often a mirror reflection of what is happening and what people
want to talk about in our society.
The fundamental core of
advertising is about recognizing the current zeitgeist and pointing it out to people. This is what I set out to do with my project. I
have developed a conceptual campaign for and about advertising. The campaign
seeks to relate to the public by echoing common negative attitudes towards advertising
while simultaneously making an argument for the value of advertising and its
ability to add beauty to public spaces, to engage, to communicate, to move
people and to connect people.