MAD WAYS OF SEEING MEN
a study of advertising
"Publicity both promises and threatens. It plays upon fear, often the fear of not being desirable, of being unenviable. It suggests that you are inadequate as you are, but it consoles you with a promise of a dream... "
John Berger
Ways of Seeing, BBC 1975
Ways of Seeing, BBC 1975
What language does the advertising image speak?
Referring to the style and rhetoric of the advertising image, that is, its obsession in strategically causing more and more sensuality and imagination, John Berger schematically describes three dreams that he thinks prevail in the language of the advertising images of his time.
The dream of later tonight
You are part of the good life they smile at.
They are part of the good life you smile at.
Everyone is surrounded by what brings pleasure,
but it is you who will bring the greatest pleasure of all.
And next morning, you'll still feel the same about it.
@Marilia Kapetanaki
The skin dream
The surface you can touch.
The skin without a biography.
@Marilia Kapetanaki
@Marilia Kapetanaki
The dream of a far away place
To lie down on a bed alone.
To allow one's thoughts to pass through the light of the window.
To travel elsewhere, conjuring images.
Distances without horizons.
To be in two worlds at the same time, just where Europe ends.
Distances without horizons.
To be in two worlds at the same time, just where Europe ends.
The other world valent, infidel, full of unknown passions.
Wearing your own clothes, next to your own skin.
Joining the nomads.
Or, to go North, to ancient castles.
An age of chivalry, of romantic love,
it is dawn.
You are innocent, you are pure, you are ready to travel again.
Joining the nomads.
Or, to go North, to ancient castles.
An age of chivalry, of romantic love,
it is dawn.
You are innocent, you are pure, you are ready to travel again.
Η εργασία αυτή δημιουργήθηκε στα πλαίσια του μαθήματος της Διαφημιστικής Φωτογραφίας του τμήματος Γραφιστικής στο ΤΕΙ Αθήνας.
Το έντυπο τυπώθηκε σε στρατσόχαρτο, για περιορισμένο αριθμό αντιτύπων.
Το έντυπο τυπώθηκε σε στρατσόχαρτο, για περιορισμένο αριθμό αντιτύπων.
Υπάρχουν στιγμιότυπα από το ντοκιμαντέρ Ways of Seeing και από επεισόδια του MadMen.
Οι φωτογραφίες των διαφημίσεων πάρθηκαν από το διαδίκτυο.
Τα quotes αποτελούν μέρη του σεναρίου της σειράς.
Οι φωτογραφίες των διαφημίσεων πάρθηκαν από το διαδίκτυο.
Τα quotes αποτελούν μέρη του σεναρίου της σειράς.
Καθηγήτρια: Αντωνία Μπαρδή
This project was created in the terms of the Advertising Photography class of the departemnt of Graphic Design in TEI of Athens.
It is printed on charcoal paper, for a limited amount of copies.
It is printed on charcoal paper, for a limited amount of copies.
There are snapshots taken from the documentary Ways of Seeing and from several MadMen episodes.
The advertisement images were found online.
The quotes are part of MadMen's script scenario.
The advertisement images were found online.
The quotes are part of MadMen's script scenario.
Tutor: Antonia Bardis
Model: George Tsavalos
January 2016
