What effect does surrealism have on advertising?
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August 25th, 2010
Please help me I need to know ‘What effect does surrealism have on advertising’ please give me as much info as you can and if possible provide example!! Thanks so much!
Bonni
x
A rabbit walking into a butchers and saying "Have you got any lettuce?"
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Kite flying!
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A rabbit walking into a butchers and saying "Have you got any lettuce?"
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Surrealism can have a subliminal effect on advertising. What it does is it triggers your functioning of thought to want something indirectly.
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Where is Dali when you need him!!
I’m melting….melting……wait, its the clock thats melting….Whoa!!! great idea, think I will market it!!
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well, consider this, It’s been found that when something is strange or peculiar one is more likely to remember it. for example, if something strange happens like you see, i don’t know, a squirrel water skiing, you remember that.
Now consider in advertising, there’s a commercial that starts with the frog that eats the thing of gum, and it zooms out and the frog is a part of a snowflake, there’s a castle, then there’s the prince and the princess kissing, and i’m pretty sure the gum commercial is easy to remember because it’s decently absurd.
I’d focus on saying it’s a technique used to help consumers remember the product.
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Simple—- I’m selling a car. I advertise it as not a mode of transportation to your destination, I present it as the destination, while you are on your way to somewhere. It is no longer a simple vehicle, it becomes the only vehicle of choice.You have used surrealism to promote this car as something unexpected and you can use this same method for satirical comedy ( filled with puns) and it can be halirious.
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The success of advertising is based on ‘recall’ and surrealism is just one tool in the box for marketing people. Humour (You know when you’ve been Tangoed), celebrity endorsement (M&S ads), The ‘ahh’ factor (Andrex puppy dog), Trust/market leadership (Carlsberg…probably! Britisih Airways, Coke etc).
How about the award winning Guiness ‘White Horses’ ad for surrealism – fantastic!
‘Recall’…. that’s your answer!
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o.k o.k. i got it i got it….a nun, a priest, and phred felps walk into a bar….
and it ends with "Kansas…STILL home to the big mouth buffoon"
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Any advert that is dream like and/or unbelievable can be said to be based on surrealism.
The new Pepsi Max could be surrealistic – stamping down on the floor and falling through to a new environment until the guy ends up back where he started – at the drink dispenser.
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Consider the latest Cadbury’s Dairy Milk advert – the gorilla playing the drums along to a Phil Collins track. What has that got to do with chocolate? Absolutely nothing, but the advert got everyone talking about it.
Surrealism in advertising gets people talking. Even if they’re just talking about the advert, the product that it was advertising gets brought into the conversation, creating a seconary form of advertising – word of mouth.
An advert may have nothingin common with the product it is, but if surrealism is used correctly, then the advert – and therefore, the product – will be talked about .
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I teach on an Advertising course.