Thursday, May 27

Too many Faces




As I have developed some kind of uneasy and uncomfortable feeling around seeing too many images representing Lables, within our wonderful city of Toronto and also as I am trying to hopefully get this unsettling feeling off of my chest, I decided to dedicate this writing to and hoping to provoke some question in the minds of the readers of this blog.

As advertising is a huge dilemma in our culture and there is no way to scape from it, driving or walking in this city and trying to rest the eyes by not seeing images, is an impossibility. Advertising really invades and intrudes itself in every corner; billboards within our city are filled with them, newspapers are jam packed with them, even the public and a lot of times, private cars and buses are offering nothing less.

In so many ways we are forced to look at advertising even if we do not wish to, and the only was to escape it is to look upward towards the sky. But I would not even recommend such thing for two simple reasons. One, you may fall down flat on your face and break a bone or two. Second, high rises are so high that they block your sight and you will find yourself incapable of seeing the sky anyway!

Why every ad is an image not just an ad? in other word, what is up with all these faces that seem to represent the label companies and brands. All ads are filled with images of people and things, from the real estates to fashion brands, to a sun glasses shop, a dentist office, or even a condominium under construction, or a loosing-weight facility, and so much more(which I do not wish to bore you with by mentioning them), invades our lives on a daily bases. Most likely, those faces which appeared in those ads are starring at you as if they are trying to convince you of not to only look at them but also to buy into the idea of purchasing the product. Lets take a clothing fashion ads on a public billboard as an example. Usually, there is a logo which is known as the brand and the rest is an image of some idealized face with a body, and most likely of that image is of a girl, who is just laying there, and of course in a very suggestive way, as if she is simply waiting for us to discover her. She seems as if she has nothing else to do, but just to rest there on the billboard and feel extremely comfortable, while being useless. What is the message?Are we going to look like her if we purchased the advertised piece of clothing from that store, or is she for sell? Or may be if we shop from that store then we can take her with us too. But on the other hand, how many of her likes can a store offer and to how many costumers? unless she is genetically modified, I don't see how every shoppers could have her a likeliness of hers. Plus what is she really good for? Obviously she can't work because she is incapable to do so, for she does nothing else but to stretch herself on a billboard. However, remembering that in this society laying and doing nothing can be considered as a major sin, being lazy is not considered to be a productive and useful act of a human being who is good for the society. So why is there such mix signals with the presentation of our advertising system?

Lets take another example, the ever so popular real state industry. so often what is the most important part of the advertising for a property is the realtor not the property itself. Usually this type of advertising is about the image of people , with huge faces, always and almost, and even forced, smiling back at us. Some of them even have their hand hooked on their ear that is plugged with a flashing head set. Other times, there is a family photo too. Now the questions are: does the house comes with the agent and the family too? Should we, after getting the exposure to his or her face and some times even their family, trust them that they really know how to sell? if yes, does that mean they are just good at selling, or does it mean that they are at your service? Why is it that every business involves selling images?

As we walk out side of our houses we see many faces on the street. Some happy, some sad, and some in between, yet, they don't sell anything to us. But why is it that as soon as the face is highlighted within some sort of ad they seem to sell some thing? Should we think of them as something different than our next-door-neighbour or the guy whom we just walked by a few minutes ago? What make faces in ads so separate and special rather than the average peoples' faces? Imagine you see a face in an ad and it so happens that the face resembles that evil person from the past whom you really have had a hard time forgiving; someone that you simply despise. Right there, the ad just worked against itself! You are just so turned off by looking at the image that no chance in hell you would ever want to get even close to that company.

One of the all the time tricks within the advertising world is this very famous phrase that" we know better than you ever would know what you want" yet the question is do they really know more than the individuals knows about the individuals' tastes and wishes and desires? Doesn't the ad generalize and assume and force us to believe that we all want the same things? Don't they take away the individuals' right by enforcing us to believe that there is no respect for being individuals?



Bita


1 comment:

Sjagannath said...

Really, you have caught the right point. An individuals' own tastes has gone.They are by and more influenced by ad.. Thanks for blogging.

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