Skip to main content. Log In Sign Up. The studied corpus consists of advertising that specifically targets children and adolescents but also short advertising films aimed at a wider audience. The chapter proposes that children are Packa for halsans skull an increasing degree viewed as future members of the society but also as future consumers. The new ideas and marketing strategies expressed in the material also coincide with fundamental social changes in Swedish society resulting from modernity and new technologies.
Consumption in general is described as an essential part of the modern, urban expe- rience and the aesthetics used to describe this experience fluctuate between popular culture and experimental arts.
In the black-and-white advertising film fromThe Pastille Dance Pastilldansen "Packa for halsans skull" Marabou, it is the commodities that take center stage Figure 1. They court each other, dance, whirl, and sing together, How to cite this book chapter: Stockholm University Press, Advertising short film The Pastille Dance. Produced by Marabou, Stages of Consumerism ancient fables to modern-day stuffed bears, toy rabbits, and dolls. However, the choice of using the products as the main characters in The Pastille Dance seems to reflect a general change of attitude in relation to how the emerging product world is demonstrated in advertising, literature, and art.
This change is expressed through an increased fascination with sentient machines, mechanical bod- ies, and hybrids between human and machine. I will study so-called branded picture books published for children in the s and s as well as contemporary advertising short films, with a slightly ambiguous target group. My aim is to study how different kinds of media that address both adults and children during this time period were constructed and to discuss what kind of message was conveyed to the future consumers—children.
The story consists of a dialogue between the Packa for halsans skull children and different kinds of products, who proudly describe their qualities and repeatedly mention their trademarks. The book is representative of publications that in- corporate trademarks and products in the narratives, produced by a range of Swedish companies from the s on.
For presentation and further discussion of the genre, see Elina Druker, Eva Billow: Makadam,— Stages of Consumerism Figure 2. Unknown illustrator, most likely Marie Walle.
Produced by Atelier E. Location Packa for halsans skull rights holder for this work has been unsuccessful after a diligent search.
Copyright claims to this work are welcomed. Product placement was implemented by including different products in the illustra- tions and by explicitly naming the brands in the text.
Many of the books are illustrated with traditional illustration techniques, but quite often photo lithography is used and photographic re- productions of the products are included in the illustrations, cre- ating collage-like aesthetics. Advertising short film Crisp Bread Parade.
By including the ani- mated objects as characters in the stories, with their own char- acteristics, feelings and voices—and quite often as companions to the children—the advertising concept is taken beyond product placement. Their faces are shaped with round pieces of crisp bread, and
Packa for halsans skull bodies formed with the bread packages.
They show dynamic facial expressions and move to the music with a strong regular rhythm. The tempo matches the Packa for halsans skull of the characters, who walk side by side in step, as if marching. With their gazes aimed toward the audience, they sing: While the products are de- picted as lively, dynamic and human-like, the actual packages and their trademarks are carefully presented to the viewer, to ensure that the merchandise and brand are easily recognizable.
As Anna Dahlgren points out in her article about marketing and the visual culture of window displays, brand-name pack- aged goods were a relatively new medium in retail stores during the s. Library of Sweden, accessed January 16,http: While the bonbons in the Pastille Dance are accompanied by lighthearted jazz music, which provides rhythmic support to their movements, the sturdy crisp breads march to Nordic military
Packa for halsans skull that could be described as patriotic.
In both these examples, however, the binary of the human and the machine is constantly explored through humanization of commodities and through bodily transformations.
Together with the text, they are associated with qualities such as vigor, strength, and resourcefulness. While cleaning products and shoe polish remind the reader of the importance of hygiene and cleanliness, it is the exotic origins of items like coffee or cacao that are empha- sized.
The black-and- white stop motion film depicts three jars of baking powder, with arms and feet. The audience
Packa for halsans skull first presented with two older products and then with a more recent version of the brand. The new product greets his older relatives: Today, I am looking so fine that you should tip your hats to me. Instead, I would like to bow to the audience and in- troduce my new bayonet mount, which opens instantly.
Advertising short film The Ideal Baking Powder. An ideal jar for the ideal baking powder. Unlike the pastilles and the crisp bread, it is not the merchandise itself—baking powder—but its advanced packaging to which attention is called. In the dialogue between the characters, the juxtaposition of old and new technologies and products is empha- sized, demonstrated through the meeting of the older generation and the younger, but also through the energetic movements of the dancing products and the highlighting of new technologies, represented by the novel, improved product packaging.
While one of the older baking powder jars mentions that he has recently pro- vided baking powder for a sponge cake spilling some due to his old fashioned lidit is noteworthy that even here, human beings are excluded entirely and the focus lies on the commodities and their interactions with each other.
An interesting characteristic in the advertising films is that the characters perform their number as actors on a stage, as if there is a live audience watching. They look directly into the camera, present themselves and the merchandise they are representing, and Packa for halsans skull the product and its benefits.
The stage-like compo- sition can be compared to contemporary ideas about marketing and window displays. The idea of the window display as a stage was widespread during the s and s, shop windows were designed in a more theatrical way, with dramatic lighting that drew attention to the display, and products arranged in a narra- tive
Packa for halsans skull they play their specific roles.
Packa for halsans skull not in any way related to the products in the studied examples, but is used to convey different associations. Svensk reklam och reklampsykologi, — PhD Diss. Acta Universitatis Upsaliensis,— They represent a mixture of the real—everyday products—and the fantastic. Aesthetically, several of the films demonstrate the influ- ence of contemporary, experimental film. In fact, the rotating and swirling images, repetitive movements, quick cuts, and dramatic graphic forms are reminiscent of the experimental Dadaist and Surrealist cinema of the s, which frequently use rhythmic, machine-like effects and movements.
European Avant-garde Film of the s Cambridge: In the latter film, the product is not used to form anthropomorphic figures, but, instead, the film plays with the spatial illusionism that derives from the dynamic interplay of contrasting round forms in black and white, formed by the pastilles.
It appears that these early advertising films borrowed stylistic expressions and narrative techniques from both the avant-garde experimental films and the buoyant, rapidly growing mass-market entertainment. This kind of influence of the avant-garde can be seen in all fields Packa for halsans skull mass-media advertising.
Inspired by both fu- turist and constructivist aesthetics, arrangements with consumer articles were used to form strongly stylized shapes like circles, arcs, squares, and semicircles in both posters and window dis- plays.
Another parallel, which is probably most obvious in The Pastille Dance, is found in the music and dance industry during the s and s, with its hugely popular dance troupes and dance films. Even here, a fascination for figures in motion is essential, with dancers, singers, or even synchronized swimmers forming rotat- ing, rhythmic arrangements and geometric figures.
How, then, should we evaluate the transmediations and aes- thetic experiments taking place in these advertising short films? Architecture, Consumption and the Wellfare State, eds. Black Dog, Stages Packa for halsans skull Consumerism According to Jean Baudrillard, advertising, marketing strategies, mass media and culture, as well as the increasing proliferation of products during this era, multiplied the quantity of signs and spectacles, and created a proliferation of sign-value.
Products cannot consequently merely be characterized by their use-value and exchange value, but also by their sign-value. For example, the advertising film The Ideal Baking Powder not only promotes baking powder, but the product also signifies knowledge of new, modern kitchen equip- ment and consumer articles and, in general, a modern, up-to-date lifestyle.
At the beginning of the previous century, both the magazine and Packa for halsans skull industries Packa for halsans skull quick to borrow visual manner- isms from modernist art movements such as Art Nouveau or Art Deco, and later, from avant-garde movements such as Surrealism.
The kind of stylistic im- itation that is expressed in advertising could be described as a market-driven aesthetics that makes use of associations with the avant-garde—its innovation and novelty as a sign-value—and transfers these associations to the product. Designing Consumers Both the advertising books and the advertising short films demon- strate an interesting and dynamic meeting of commercial enter- tainment and artistic innovation, of oppositional and marginalized strands of art, advertisement, and culture.
On one hand, repeating certain products and trademarks in different forms of advertising 20 Jean Baudrillard, Selected Writings, ed. Stanford University Press, In both these cases, objects obtain a voice and an independent agency— even though they are at the same "Packa for halsans skull" depicted as mass-market commodities, produced in large quantities, and identical to other similar products.
Duke University Press, ; Viviana A. Rotman Zelizer, Pricing the Priceless Child: Berg, Stages of Consumerism Nathalie op de Beeck writes in her study of the American picture book of the interwar period, Suspended Animation: "Packa for halsans skull" should we then understand the lively, anthropomorphic products appearing in both the advertising books for children and in the short films? University of Minnesota Press,xvi. Personifying the ma- chines and products can be seen as a way of establishing positive relationships between children and the changes shaped by such items and devices.
Taking part in consumer information and ad- vertisement, recognizing and relating to consumer articles, as well as responsible consumer behavior were seen as qualities that the modern child had to acquire. The branded picture books can thus be seen as a way to prepare children for future life in a consumer society. Some of the branded books published for children also de- scribed how and where the articles were produced and include illustrations of the manufacturing plants in the stories.
John Benjamins Publishing Company, Stages of Consumerism about the world by studying their surrounding reality, especially modern technical things, machines, and urban life. In a Swedish context it is also significant that the most com- prehensive and large-scale marketing strategy targeting the child audience was that of the Cooperative Union, which for several decades was a significant actor in the Swedish commercial and political landscape.
The organization had a vast influence on con- sumer policies but also on marketing, design, and advertising, and became an important participant in the development of the Swedish welfare state.
How, then, are ideas of modernity, welfare ideology, and early consumerism connected in the studied material? According to Baudrillard, rather than promoting a specific product with the purpose of selling, advertising promotes the entire social system. In other words, advertising could be considered more as a way of signifying a way of life than an economic practice. Two- to Seven-year- olds New York: Conclusion In this chapter I have studied advertising that targets children and adolescents and demonstrates some of the wide-ranging changes taking place in Sweden during the first half of the twentieth century.
Both the short advertising films and the branded publications for children are part of new commercial platforms that emerged in the beginning of the twentieth century. WWF Federation Action Figure 12" Stone Cold Steve Austin Jakks Skull Box BREWERS BASEBALL GAME NOTES HUGE PACK OF SHEETS RARE Vintage s Double Nine Dominoes Dragon Black Tiles Original Box HalSan nice.
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