2/20/2007
Perhaps 2/20 is a new year for me - I feel the strength of some resolutions coming on - like writing in my blog at least monthly; and transitioning our cat into being an indoor/outdoor cat.
As I was waking today, I thought of the images we are barraged with - billboards, tv, internet - 98% of which can be considered advertising of some sort. This is in contrast with the rest of the imagery we come in contact with daily - nature, family, friends, and artifacts (a lumping of all man-made stuff - clothes, watches, art, houses, etc.). And all of these come in gradations of quality.
My thoughts on advertising are these:
All advertising attempts to attach two things, some product (e.g., cocacola) to some abstraction inside you of varying strength (e.g., feeling good, or laughter, or home). No advertising attempts to create in you a stronger feeling of (fill in the blank), simply to attach a product to that feeling - so you may feel that feeling when you think about purchasing or subscribing to that product.
That's a little abstract.
Enough to say that advertising has no interest in your well-being, and though it doesn't have to, it often will be focused on exploiting you in a way that you are not whole.
On the contrary, the rest of these images (nature, family,...) don't necessarily need to attach to any abstraction inside you. Most of the time, they have nothing to sell.
If you were to quit reading right now, a simple responsive action would be to look for ways to reduce your intake of advertising, and increase your intake of all these other images. Shut off your tv, your internet, your car. Walk more, meet your neighbors, spend time with your family...
Of course that's a little simplistic - yet effective, I think.
But to go further...
I want to create a dichotomy. I want to call these first images "advertising", which I've already done. But I want to call these second images "art" in a very loose interpretation of the word. And so, create a dichotomy of ads and art.
The Dichotomy:
- Things that fall in the category of ads:
news, yahoo homepage, mtv, tv, superbowl, billboards, radio, newspaper, ads...
(not without exceptions)
- Things that fall in the category of art:
people, the natural world, relationships, artifacts (yet another odd category)
(and also, not without exceptions)
Damaging advertising:
In my opinion, ads may or may not be damaging if they simply attach a product to that internal abstraction. But ads are definitely damaging if they attach a product to an abstraction which is the result of internal damage in a person or community.
e.g., Budweiser - has often used ads playing on a certain image of woman - an image that is born out of a damaged part of both men and women (see recent studies re: young women). This damaged area is responsible for very strong feelings and impulses (and compulsions) in men and women, and advertising that attempts to use this strong response, in turn exacerbates the damage.
Quality in advertising:
Advertising (as all things) comes in varying qualities. Many folks watch the superbowl simply to see what heights we can reach in quality. Many of the ads are disappointing, but there are those few that seem to soar - and people talk about them for a few weeks afterwards (e.g., the budweiser (again) frogs several years ago, remains a high point in ads in many people's memory). Ads that play to the damaged parts of us have little need for quality (e.g., godaddy).
Another dichotomy:
Damaging v. Quality
Really, I would call this a spectrum with to poles: Damaging v. Quality. Advertising and art both have many examples which fall into all areas of this spectrum.
A difference between art and advertising:
- advertising never brings healing, only consumerism (purchases), damage, or nothing.
- art runs the whole gamut - fostering healing, damage, or nothing. But art rarely, if ever fosters consumerism (I'm walking a fine line with that statement).
A step forward:
I would put forward then, that advertising has no good use for us as individuals or as a community, and reducing it in all aspects will not only not hurt us, but will more than likely help us.
On the contrary, the increase of art in our lives will not necessarily bring good. It is more to the point that the increase of quality art in our lives can bring healing and good.
Finally:
Along with my new years resolution, I have decided to begin this monologue on "quality" art. Monthly, if not more often, I will upload images of such art with commentary.
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For the first installment: Andy Warhol, Frank Lloyd Wright, and my wine.
Andy: (Campbells Soup Can) I have nothing much to say other than one thing this man attempted to do was integrate art and advertising - bringing some advertising (e.g., campbells) over into the realm of art - and all that comes with it. For better or for worse.
Frank Lloyd Wright: (Richard Lloyd Jones' house, Tulsa OK) Wright, though much of his work is rather blocky, was one of the first modern architects to attempt to bring us back into connection with the natural world. His house layouts were often very open, using large windows, and often moveable screens between sections of the house - creating spaces that were very changeable. He also often designed a green space in the middle of the home - creating connection to nature in as many ways as possible. Even his tiling or other patterns showed this connection - often using simple repetitions referencing an organic form (e.g., wysteria).
My wine: I am growing my own grapes (a very small vineyard of 3 vines) and this is the first attempt at wine which has actually made it so far to taste like wine. I have 3 gallons of Cabernet Sauvignon, and 2 of Niagara. We will bottle it soon and let it sit for a while longer before enjoying the first bottle. I have watched it change from a mound of grapes on our table to a bubbling mass of grapes in a bucket to an ever clearer and tastier jug of wine. The color it has changed to in
comparison to its beginning is quite amazing. And to transform from grapes to juice to wine is miraculous. I spend some time, not often, working with the vines - pruning, picking, thinning... and the whole process connects me with the natural world. Though this is my first year at a successfull bottle of wine (which means it's more of a "by the numbers" wine), it's still a work of art simply for the fact that the yeast and other factors most certainly know what they're doing and do it well.
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