Using Surrealism in Advertising Essay Example

perceived from a subconscious mind’s state of view.

The image depicts two ladies in which one of them is seated while the other one is standing yet all of them seem to be at the same level (Meghan 1). This is ought rightly an occurrence which is out of reality and most probably an impossibility. This strategy in majority of surrealistic works is used to create comparison or in other circumstances portray a state of disbelief. In this case, the artist uses the strategy in order to make a comparison between the two hair brands which the ladies have whose quality is apparent from the appearances of the pawpaw fruits. This aids the potential consumers in making a quick comparison on the kind of hair they are likely to go for.

Metamorphosis or transformation is another very integral feature in coming up with surrealist images. This feature implies changing one thing into another different one. It is apparent that in order to survive in the beauty and fashion industry the use of colourful products is basic and its value is indispensable. In order for the artist to attain this value, the hair styles in this case have images of colourful flowers. The artist came up with a transformation of the design and the colour of natural flowers in order to attain the colourful and marketable hairstyle. The flowers are very colourful which add to the aesthetic beauty of the floral hair thus likely to attract many clients.

Additionally, the element of repetition as a surrealistic strategy is perfectly used in the image. This element basically entails repeating a certain feature of an image in a particular pattern. This

in return serves to reinforce the intended message of the image. The background of the image is comprises of a repeated pattern of flowers which makes the whole setting of the image setting very beautiful (Meghan 1). Such a pattern is likely to win a customer and easily convince them into purchasing the particular brand.

Scale is also a commonly used strategy by artists who employ surrealistic designs. In majority of cases, they come up with images whose size is not in line with its normal size in its actual environment. The image in this paper portrays the images of the two ladies in an enlarged manner which is likely to be a strategy for helping the target audience to have a closer and bigger view of the hair brand being advertised. Moreover, texture is also a commonly used feature. In this image, all the elements are depicted in a smooth fashion which is apparently meant to imply that the quality of the hair brand is the best.

This ad serves to perfectly play with the perceptions of the different viewers on the product. In attaining the challenge on an individual’s perceptions and ideological stands of reality, this creative advertisement pay tribute to the great artistic works of great Surrealists. Even though some of the modern artists are introducing new trends which seem to be changing on a continuous manner, the basic credence goes to the founding iconic Surrealists. The image in this paper pays great respect to the various philosophies which were advocated for by the founding Surrealists since in majority of the elements employed by the artist are the fundamental strategies and also serves to

reinforce them in some manner which is not apparent in the reality point of view but only in the subconscious mind’s state of view.

The ad intends to sell a particular brand of floral hair accessories. In order to attain the target, the artist employs the aforementioned surrealism strategies in addition to others in order to win the clients. The whole image is encompassed by captivating colours which are eye-catching and likely to win the attention of any potential client. In addition to appearing highly artistic and in an unexpected manner, this advert experiments with different designs in order to ensure that the target audience will be captivated. As noted before, the image has nearly all the fundamental features of surrealistic design thus is likely to achieve the end goal of marketing the brand. Some of the features like juxtaposition are a very key element in this image since in places the images besides each other thus serving to give the target audience a chance to make a comparison on the brand of hair they would prefer as well as serve to advertise both designs to the customers.

The feature of repetition has a strong message as well as serves to hold the aesthetic beauty and the quality of hair brand being advertised which is a very effective tool for convincing the customers. The ad’s use of Surrealism perfectly serves to make it more successful in attracting customers. The expected consequences of using this strategy is an increase in the customer base to the particular brand thus a boom in the sales. The element of surrealism is likely to magnify the demand of the hair brand as

well as make it a very popular and highly respected brand.

Surrealism began in the 1920’s and majority of people at that time embraced it since it was perceived to be a new manner of expressing oneself or an idea in a way which sought to portray the imagination of subconscious mind. In majority of these works, the element of surrealism was used in order to portray a sense of surprise and in other situations in making comparisons. In the modern society, this element is being used in advertisement in order to make the products more appealing to the clients thus likely to boost sales.

Additionally, the Surrealist artists always seek to channel out the imaginations and ideas in the unconscious mind as a means to demonstrate and release the power of imagination. By subduing the elements of rationalism and realism, the Surrealists held onto the fact that the rational mind had the power to repress imagination as well as control it. A clear example is Karl Max who held that psyche had a great power to control depict the apparent contradictions that were in the world. Similarly, the elements of the image in this question have an equivalent power in manipulating the thoughts of the clients.

Back in the days, some of the artists who first made use of surrealist techniques and images in their work included Max Ernst. His various paintings and collages brought together the elements of realisms which was only possible in the world of illusion and most probably in dreams. This serves to show that beyond reality, there is still more which can be communicated from a given piece of work. This is

very apparent in the image I used since as noted before, some of the elements can only be interpreted from a subconscious mind’s point of view.

Work Cited.

• Meghan Young, The BellJar Spring 2012 Lookbook is Inspired by Frida Kahlo,p.1