Delving Into Art & Copy

The film, Art &Copy, directed by Doug Pray, is not just a film about advertisement for digital and print, but it is a film that explores the many sides of advertisement.  Much of the material that was introduced into the film allowed insight for viewers who on an everyday bases just blink at advertisement and not study the artistry behind it.  In fact, as a viewer myself, I would just blink and not think twice about the meaning nor the artistry of the ad that tells a story to its’ viewers.

What I found so interesting was Apple and their approach to digital and print advertisement.  Specifically in 1984 for the Super Bowl commercial that did not show the product, but presented a more abstract approach to what Apple, specifically Macintosh was.  It starts off with an army of people marching in to then sit down and listen to a large monitor of a man with sunglasses on telling them what to do and what was going to happen.  Symbolically it presented itself as a cult of people, and then a rebel came running in, slinging an iron mallet to the screen and breaking it.  Chiat/Day Agency created this ad, and quiet honestly they presented, in a sense, what we see Apple to be today.  In a society consumed of technology, nine times out of ten you will find that the person beside you has an Apple iPhone, an iPod, an iPad, or even a MacBook.  We have become the “cult” that was featured in the 1984 Super Bowl commercial and Apple is the leader. 

 

Found At HotGas.net

From that moment in 1984, Apple and Macintosh have never been the same.  It changed the dynamic of advertisement and has helped raise the competition between products and how products are advertised.  Many times now, advertisement is presented to us at an emotional level, pulling at our heartstrings.  Some advertisement agencies do not even focus on the product until highlighting it at the end, leaving viewers to interpret the commercial the way they see fit.  It is ingenious idea and now since watching Art & Copy, advertisement is not just an element in the marketing field, it is art in the form of theatrics, presenting a story to us to help grab our attention to then buy and partake in the ad itself.