Panopticism

1.What is the major effect of the panopticon?

To induce a state of consciousness into inmates, imprisons in the panopticon that they are under permanent visibility.

2. How does the architecture (institution) create and sustain a power relation independent of the person who exercises it?

The architecture is circular shape which mean visibility is permanent on all the in mates at all times, however the inmates do not know when they are being watched. One is totally seen without ever seeing.

3. In what way is the Panopticon efficient?

It is not necessary for the panopticon to use force as the inmates assume responsibility for his own actions, becoming the principle of the own subjection.

4. How does the Panopticon do the work of a naturalist?

The watchmen can observer the inmates performances by collecting data and asses the characters within the cells. By the watchmen not being visible to the inmates, this the watchmen take on the role of the naturalist by not gazing on the inmates without them knowing, therefore not disturbing them.

5. In what ways was the Panopticon a laboratory?

It acts as a machine, in which it can be used to carry out experiments and from the results correct and alter behaviour by trying out different methods.

6. List the conditions in which Panopticism strengthens power?

Exercised continuously in the very foundations of society in a subtler manner.

7. According to Julius how is the panoptic principle particularly useful in society made of private individuals and the state? 

'It was the modern age, to the ever-growing influence of the state, to its ever more profound intervention in all the details and all the relations of social life, that was reserved the task of increasing and perfecting its guarantees.' A society made up of a state, is greater beneficial to have a lack of visibility and not be completely exposed.

8. Also according to Julius, rather than suppress the individual, what effect does the panoptic principle have?

The individual is carefully fabricated through advertising moulding your thoughts and actions.

Simulacra (Three Short Summaries)

Plato

• Plato used a simile of a cave inhabited by prisoners to get across his theory of human nature. These prisoners would only be able to see their own shadows on the cave walls, therefore would interpret these shadows as reality. However once these prisoners left the cave, they would realise that these shadows were not in fact reality and it turn leave the cave with an open mind to perceive the true form of reality. 
• Plato believed that philosophers, the most intelligent people in society, should rule democracy instead of the most powerful. This is because the philosophers have a greater understanding of 'the truth' than ordinary men.

Jean Baudrillard

• Baudrillard opposed Descartes theory 'I think therefor I am' by responding 'This is not the case, the I is nothing more than a fictive entity, an optical illusion.' This is because Baudrillard believed we live in a simulation created by us, that no one can escape.
• Baudrillards attitude towards advertising is very negative as he states, 'We live in a world where there is more and more information and less and less meaning.' He expressed his feelings that advertising had no depth or originality and that it is just a string of repetitive information.
• He believed that our reality was an illusion and we can not create anything further, however we think we are progressing through image and text. This then links to hypermarket and hyper commodity.

Visual Culture

• A theory in which everything is on a repetitive loop with no meaning. Images within media are described as flat due to having no relevance because of their monotonous reoccurrence.
• The target audience have no connection to new media because the links have become so mainstream and repetitive, it is as if it doesn't exist.
• The repetition of media has become so forceful and constant it loses it relevance and becomes lost to us as consumers.

Rhetorics

The Nine Rhetorics of creativity are: 1. Creative Genius 2. Democratic & Political Creativity 3. Ubiquitous Creativity 4. Creativity for Social Good 5. Creativity as Economic Imperative 6. Play & Creativity 7. Creativity & Cognition 8. The Creative Affordances of Technology 9. The Creative Classroom.

Creativity for social good has rapidly expanded with the growth of technology. Since the advancement of the internet giving birth to social media, this has created opportunities for the whole world to get involved in such projects, targeting positive change.

Wimpy Brail Burger

This campaign by Wimpy in South Africa was devised to targeted the visually impaired and promote that they offer a new in-store braille menu. Wimpy delivered this message by writing messages in braille on the top of burger buns, using sesame seeds. Each braille message on top of the burger bun was a description of the burger that the participant was about to eat. However only 15 of these braille burgers were made to promote this new brail menu, so how did this message reach the rest of the world?

The 15 participants firstly mentioned their experience in their braille newsletter, which then transformed into people creating online publications on the campaign, available in screen readers. This then corresponded into the message being passed onto over 800'000 visually impaired people. This shows that if a campaign is inventive and creative enough, no matter how small the initial idea is, the message can be carried across the globe. The campaign highlights creativity for social good by using social media and viral to raise awareness and advertise their brand in a creative way.

The Wimpy Braille Burger Viral Link

Gaze & Identity

The Gaze is a theory that describes the way the audience interprets and views a certain image. The gaze can have different effects on the viewer, depending on the category it falls into. This can either empower the viewer or challenge them. The four most common types of the gaze, in which an image can be visualised are the spectators gaze, the extra-diagenic gaze, the intra-diagetic gaze and the look of the camera.

The spectators gaze empowers the viewer by allowing them to freely look upon the subject, as the subjects eye are diverted away from looking out of the image and into the viewers eyes. Here is an example of an Calvin Klein advert which portrays the spectators gaze.








In contrast to the spectators gave which empowers the viewer, the extra-diagetic gaze challenges them. This is because now the subject is directly addresses the viewer by the subject looking straight at the spectator.








The intra-diagetic gaze is the theory behind a subject gazing at another subject in the image. This empowers the viewer as the subjects are allowing you to gaze upon their relationship.

The look of the camera depicts the gaze of the photographer/film maker directed at the subject, inside the image. Here is an example of work by photographer Richardson, in which this image was used to promote the brand Sisley. Richardson is well known for appearing in his own photos, with and without his camera.

Cybernetics

In an interview with the Kanas City Star, Howard Luke Gossage quoted 'it is not only wrong to attempt to influence an audience without involving it, but it is unethical and dishonest.' Gossage theory of advertising was rarely to influence an audience to buy something, however was a method of interacting with them to build a rapport with his audience. By doing this he would receive feedback which he could translate and use towards his future campaign ideas. Gossage's approach was to use media to connect to his audience, however did this to start a conversation with them, rather than directly talk to them. However Gossage was years ahead of his time which meant he had to wait months before he could receive any feedback from the audience, which limited his time to create his next campaign. This was due to the lack of technology during Gossage's time, however the development of the internet and social media sites has benefitted cybernetics and pushed the model forward.

The creation of the internet and social medias sites such as Youtube, Facebook and other internet based communication sites has opened up the door for audiences to get involved at the click of a button. This means advertisers can receive quick and direct feedback from people all around the world in seconds.

A hunter shoots a bear link

An example of cybernetic advertising is the Tipp-Ex advert - 'A hunter shoots a bear, which is shown in a link above  This advert consists of two huntsman camping in the woods, when a large bear catches them by surprise by walking into their campsite. The huntsmen in shot who was initially brushing his teeth before the bear intruded, leaps towards his rifle and aims it in the direction of this large animal. This is then followed by a bombardment of panic from the other huntsman that desperately urges his fellow huntsman to shoot the bear. The huntsman with his rifle pointed at bear nervously refuses by repeatedly responding 'I can't, I can't.' The ad then finishes with the two options appearing on the screen for the viewer to chose from, 'shoot the bear' or don't shoot the bear.' Which ever option the viewer clicks on, takes them to a new video link in which the huntsman with the rifle again refuses to shoot the bear and takes a large Tipp-Ex roller and erases the word shoot from the title 'a huntsman shoots a bear.' The huntsman then says 'help me re-write this story, type anything you want with your keyboard and enjoy.' This then gives the audience the opportunity to fill in the gap that 'shoot' once was to anything they want, such as kiss, fight, marry etc. In which a follow up video will appear to fit the ending the audience has personally written.

This advert stood out to me because it was one of the first clear-cut interactive adverts I had seen that gives the audience the opportunity to depict the ending. By empowering the
audience to decide the adverts ending, promotes the chance for feedback from the audience to be provided in the Youtube comments below. This is also generates word of mouth for the viewers to talk about their own personal experiences with each other and discuss different endings that they have created. This advert represents cybernetics from the interaction aspect and the feedback opportunities the ad offers.

Creative Advertising & New Media

Socialisation now is a massive part of advertising today. This is due to the worldwide popularity of social media sites such as Facebook, Twitter and Youtube, if you cant beat them join them.

The benefits of advertising this way is the audience is instantly world-wide and gives the opportunity for the public to get involved in ways they have never done before.

Gillette's social media campaign, 'Smooth v Stubble' is a campaign that lets the publics have there own say. They have the opportunity to upload there opinionated videos of which style they prefer. They also have the option to post their comments via Facebook and Twitter attached to Gillette's social pages. This campaign was created for brand and product awareness, as Gillette have products to suit both styles, smooth and stubble.

Gillette also created a reward system, in which they would run competitions through the social media sites. This included free Gillette products and sample give aways, also tickets for upcoming sports events from their sponsors, for the best videos/comments posted, you had to be in it to win it.

Another Gillette campaign was 'Masters of Style.'
This was an integrated campaign using all the traditional elements of advertising e.g. television, radio, print e.t.c. However their campaign also went viral. Here is another example of how social campaign's give it's audience the option to take part.

Gillette gave it's audience the opportunity to upload an image of themselves using various tools. The public could then choose a facial hair style template to go over their face. This gave them the option to experiment with different styles without having to attempt it on their own face. The images could then be uploaded through social media sites such as Facebook, which would then gain Gillette brand awareness. There is also a fun factor in this idea, to bring Gillette to peoples attention, even without a buying provocative. I mean who doesn't want to know what they look like with a huge Dali moustache.

Traditional advertising will always have it's purpose, however social medias have given advertising more reason to be creative and open's the doors to a worldwide target audience.

The Real Mad Men - Creative Advertising Revolution 50's & 60's

The reason behind the 'Creative Revolution' was due to the 1950s and 60's being part of world war two's post war effects. Many countries were still recovering from the war during this time, with total world-wide casualties totalling nearly 70 million. However America seemed to come out unscathed with the lowest recorded losses of the six power countries involved. With the U.K economy now in tatters and the enemy big guns involved, such as Germany and Italy, under prosecution, this lead to masses of people fleeing too America in the search of a better life. By this means, New York especially took on all kinds of new ethnic and social groups, boosting Americas social diversity. Advertising during this time was seen as dull and focused on conning the consumes into buying under false affectations. However with the introduction of new creatives from grieved countries after the war, gave ad agencies a new way of thinking, this is what sparked the 'Creative Revolution.'

The agency that largely instigated this revolution was Doyle, Dane, Bernbach (DDB.) They flipped advertising on it's head, constructing new creatives ways to appeal to their audience, using humour and witty slogans, which was almost non-existent at the time.

The 'Think Small' campaign epitomises the 'Creative Revolution' as it defines the change in attitude the ad agencies adopted. DDB's approach was the exact opposite that you would find in any advert during this time. The Beetle was a small, slow, ugly car, but instead of hiding this fact, they embraced it and promoted it to the world. However this wasn't the biggest challenge the agency faced, the Beetle was in fact built by the Nazi's in Germany, therefore first they was going to have to make it socially acceptable to a world that was still bitter towards this once immoral country. The agency did this by referring to the car as the V.W which took the focus off it's strong german title.

DDB's copy would first insult the German car with slogans such as 'Lemon' and 'Will we ever kill the bug.' This was used to shock the viewer, which would then grab their attention through curiosity. The copies tone of voice would then change through it's small print by promoting how well developed the Beetle was 'The V.W engine may not be the fasted, but it's among the most advanced.' DDB chose not to shy away from the Beetles downfalls, which were a lot in comparison to other cars e.g. speed and design, however would promote it's advantages.

The artwork of the ad campaign was just as genius as the copy. DDB used empty backgrounds to perceive the car in a new light, to look more fashionable. Also the artwork complimented the copy by sizing the car to almost a black dot, to emphasise it's simplicity.

This together contrasted all 1950's - 60's advertisements which portrayed the massive change the 'Creative Revolution' invoked and carried on to influence advertisements of today.

Creative Creates 1980's

The Levi's advert, 'The Laundrette,' by Bartle Bogle Hegarty, can be described as postmodern due to many factors. The main focus of the advert was it's over exaggerated sexual approach, which consisted of the model stripping down to his underwear. This action then brought all the women in the laundrette to flattery, in a parody fashion, which broke common social standards of the time. The advert was also shown in Europe with the intended target audience being mature teenagers. Hegarty appealed to this audience by playing with the idea of 'The American Dream,' basing the Levi's model on American superstars from the 1950's to 60's, such as James Dean and the famous Elvis Presley. This then linked Levi jeans too the hip, fashionable times of America.


The same postmodern ideas were used by Money Supermarket in their 'Crocodile' advertisement of 2011. This advert created by the ad agency, Mother, used strong parody to express the emotional benefit of saving money. The advert targets the common British family man by using their slightly overweight, middle aged character 'Geoff.' This character has saved £200 using Money Supermarket, which to a lot of people isn't a vast saving to scream and shout about. However that doesn't stop the agency, Mother, portraying him to now be a superstar. With this new financial confidence, 'Geoff' takes on the waves mimicking 'Abdul,' the fearless surfer from the 1999 Guinness advert 'Surfer.' However instead of a surf board, he attempts to ride the treacherous waves on his children's inflatable crocodile. Humour is used this way to show the positive effect that Money Supermarket savings can have on any kind of person, already financially stable or not.

Modernism, Magritte & The Problem Of Meaning

This is an advertisement by The Worldwide Fund for Nature (WWF.) The WWF is a organisation working on the research and restoration of the environment.

This advert is created to address the issue of climate change and draw our attention to how our every day habits are destroying the world as we know it.

Here the WWF have used a surrealist style, visibly transforming an individual's face to represent a fish. This is done to portray our negative effect we have on the environment. However cleverly, instead of showing the ill effects on the habitat, WWF have directly targeted the issue by placing a victim on the face of the character.




Rene Magritte was a Belgian surrealist artist, that challenged observants preconceptions of reality through his work. He emerged as an artist during the advertising boom of the 1920s by playing off the big industrial change of the time, which offered newly structured urban living. However advertising had added pressure to appeal to consumers during this post war era, as rationing was still a big issue. Rene dealt with this issue through means of connecting his copy and art work on the bases of surrealism to appeal to the consumers. With maybe the exception of the Spanish surrealist painter Salvador Dali, whose creativity resembles Magritte's; no painter had a bigger impact on the advertising industry at the time.

The Art Of Advertising - Modernism & Advertising - LMS

Charles Baudelaire was a French poet, from the 1800's, who produced notable work as an essayist and art critic. He once quoted 'To say the word Romanticism is to say modern art - that is, intimacy, spirituality, colour, aspiration towards infinite, expressed by every means available to the arts.'

London, Midland and Scottish Railway Company's approached Norman Wilkinson to create their modernistic adverts in 1924. He was a British artist that was a well known marine painter, however was also an illustrator and poster artist.

Norman Wilkinson adverts for LMS were typically modernist due to their flat, bold colours and simple shapes, which was rare to find in advertising in the early 1920's.

The LMS adverts mimic such famous modern artists, such as Salvador Dali and Raoul Dufy. Both incorporated a love of expressive colour and minimalist shapes.

Context Of Advertising Practice 1970's

The computer software company, Apple Inc was founded in 1976.

The creation of the first portable computer, including screen and mouse, was released around 1975. This revolutionised computers, as it meant they could now be used and kept in offices and within the consumers own home.

Years before computers were built very large, therefore could only be kept and used in factories and other large work areas.

The late 1970's advert on the left hand side, depicts a male using the new Apple portable computer in the comfort of his own home. To many viewers, of this time, it would be un-heard of for a computer to be small and compact enough to be kept in your own home. This was Apple's approach to this advert, to get the message out of the simplicity and ease there product creates. They have done this by sizing their product to only 1/3 of the advert, and focused on the happy situation it creates; now a man can work from home and spend more time with his family. 

Over time technology has grown tremendously and so has Apple's. Therefore their adverts of today are very much product based, such as the advert on the right which is promoting Apple Iphone's vast collection of 'Apps'. This is to show off to the public the wonders of their creations and to keep it's vast competitors at bay. During the late 70s-80s, this wasn't a real issue to Apple as there was only a small number of computer companies to compete with.

Beginnings - A History of Creative Advertising

The establisher of Sunlight Soap, William Lever, used many factors of the late 19th century and onwards to his advantage in his advertisements, in which to appeal to consumers.

Lever knew that the majority of his consumers would be women, therefore a lot of his adverts were created to attract them. The majority of women of this time were working-class house wives, in a male-dominated world. However house wives of this time all had a ambitions of their own and Lever took advantage of this by empowering women in his adverts, regardless of the times current social structure. Lever represented women in his ad images as 'sensual, classical goddesses' to appeal to the aspirations of the common lower-class housewife.

During 1914 the start of the first world war began and Lever used it to his advantage. He ran advertisement campaigns urging families to place a tablet of his Sunlight soap in their packages bound for their loved ones on the front-line. He backed up this idea in his advertisement with 'while quality exists, victory is assured.' Exploiting the worrisome families left behind, into thinking his soap could actually effect the efforts of our soldiers.

The image on the right-hand side depicts his idea, as it shows a British soldier being helped to aim his gun by a Sunlight soap box supporting his leg. This related to the public as it show just by sending a Sunlight soap box to the front-line, you can be doing your bit to help the war effort.

Myth (Lynx)

The Lynx 'Angels Will Fall' campaign sprung to my mind almost instantly on the subject of myth and ideology. Lynx for years have use these tools in their campaigns, appealing to their male target audience, that with Lynx they will seduce all women. However with this new campaign Lynx have taken it one step further by stating with their products, even angel will be attracted to the distinct scent. Of course no heavenly women will be falling from the sky for any males. However gives the message that the product is so effective it will attract even the purest and most beautiful women.

The crash landed angel in the advert above is portraying the message, with Lynx you have the power to literally have women falling into your bed, with ease.

Semiotics (Honda)

I have chose to use Honda as my chosen brand as their ads are extremely creative and unique, which is very unusual for a car brand.

Honda have associated their car to how a biro writes on a banna, 'it works like a dream.' By using a fruit to advertise their cars, makes honda stand out from it's competitors, as it is very rare for a car brand to advertise their range of models without showing them. This shows the companies playful side and highlights how much fun the drive in a Honda is, as writting on a banana in pen is a very child-like action.

'Have you ever written on a banana in biro? It's crazy but it works like a dream.'

Message - If you haven't driven a Honda before, you need to, it works like a dream.

'You wish all writting could be this way, it flows, it's smooth, it's sensual'

Message - Honda makes driving this way, it flows, it's smooth, it's sensual.

'A strongly worded letter of complaint is impossible. Its makes you realise that everything can be improved.'

Message - With Honda you will have nothing to complain about. Honda is improvement.

'Do you believe in the power of dreams.'

Message - Honda is what dreams are made of. With Honda anything is possible.

Aston Martin (India)

Due to brief having a one-hour time constraint it was difficult to create a substantial campaign, as a lot of research was needed to combine the two aspects, product and place together.

The most challenging aspect of this brief was finding a link between this luxurious sports car, renown for it's sheer speed, power and style, to a country that consists of one third of it's vast population living under the poverty line. Aston Martin's carry a heavy price tag and new models easily exceed the £100,000 bracket, so just creating a campaign to make the Aston Martin desirable to India wouldn't be enough; it would have to clearly appeal to a wealthy target audience.

While researching the country I was very surprised at the fact India is in the top ten wealthiest countries in the world, although the country holds a large poverty rate due to its great population, the wealthy population are indeed very wealthy. This gave me much more confidence is being able to create a successful campaign.

India is well known for it's beauty in architecture, such as the Taj Mahal, which is known as the masterpiece of India. Therefore my idea was to link the Taj Mahal to the Aston Martin, by both their beauty of shape and superiority. Superiority being what the Taj Mahal has over many of the buildings in the world, the same as what the Aston Martin has over it's car and engineering competitors. The Taj Mahal is a statement of great wealth and linking this with the Aston Martin will appeal India's wealthy population.

Art & Copy - (George Lois)

Throughout the film, George Lois's approach to advertising literally blew my mind. His aggressive, egotistical attitude is something that really surprised me, as I always thought, keeping your clients happy is rule number one in advertising. However George Lois really inspired me as he showed time after time his arrogance is simply pure genius.
He quoted, 'I've always had this reputation I'm rough with clients, and I have been.. I have big ideas and I show it to them, and I try to sell it to them, I'm trying to make them rich and I have to drag them into being rich, it drives you nuts!'

George Lois's work with Tommy Hilfiger almost had my hands over my face, peering through my fingers, due to the George's sheer pretentious approach. His idea to create a campaign linking this unknown designer with the three greatest male designers, Ralph Lauren, Perry Ellis and Calvin Klien and stating Tommy will be the next, seemed berserk. George Lois even quoted, 'who the hell knew what T H is, Tommy's mother didn't even know,' which showed even George Lois knew the high risk he was taking, however he still had the ability to maintain confidence in his idea, which is truly remarkable!

The best part is, from the start Tommy wanted nothing to do with the campaign and the only reason it was happening is due to George Lois somehow convincing Tommy Hilfigers business partner to run it.
The adverts sparked an uproar of offence that this unknown designer can be linked with these greats, which gave Tommy Hilfiger no choice but to work harder than ever before. Tommy quoted 'George turbo charged my success and then it just took off...my business burst into a multi billion dollar global business.'

This story in itself is truly astounding, that George Lois can take such a big risk but at the same time still have such strong belief and confidence that his campaign will be successful. Not only did his campaign have impact, but being able to create power over the designer, to make him work harder than ever before, is remarkable. George Lois is truly inspirational.