MAS110: Everyday Aesthetic: 'Advertising by Night'
Nicholas Olive and James Ditchfield
The everyday aesthetic that we have encaptured
throughout our YouTube video is ‘advertising by night’. This is a hugely
interesting as well as significant component of our lives in contemporary
society, which ultimately conveys the notion that Sydney embodies a wider
community that ‘never sleeps’. As the consumers of a prospering society we are
all subject to such compelling advertising that seeks to establish its product
with colour that contrasts the natural by night. Therefore, as witnesses to
these amazingly sophisticated displays, we are all intrinsically affected and
whether conscious of the fact or not, we develop a specific connection to their
product; leading to their success as an enterprise. Our photographs capture
noteworthy examples of this effect and attempt to develop a distinct contrast
between the focal point and the natural surrounding. Furthermore, the music
that complements the video works parallel to the notion of ‘night’, especially
when portraying scenes of the city and widely recognized nightlife. A more
profound and intense tone is used to bring life to the still images that
appropriately inaugurate the distinction between darkness and the light
attained by advertising.
Theme: Advertising
Sub-theme: Night
Music: 'Dirty Night' by Dexter Britain (2012); available at (http://soundcloud.com/search?q%5Bfulltext%5D=creative+commons), Published under a creative commons - Non commercial - Licence type: ShareAlike 3.0 Unported (CC BY-NC-SA 3.0) (http://creativecommons.org/licenses/by-nc-sa/3.0/).
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