If everything that is created through art and design is a representation of something else, then there is no such thing as an original thought for design. So anything designed for copywriting or art direction is not original. So, when considering the use of iconography or semiology within advertising design, Baudrillard's conclusions would imply that advertising itself is merely a simulacra, not having its own reality behind it. If advertising has created a total screen over society, then society itself is screened by simulacra. In fact, if advertising has become inherent in society, and is now just a mirror image of society rather than a method of communication, then hasn't advertising become a simulation of society? So, if all the reality of society and advertising erodes away we are left with nothing but simulacra. How confusing.
When considering how advertising is to reach a target audience, Baudrillard's conclusions imply that we should be veering more towards use to cybernetic communication to reach the public. As he states that advertising communication has been over-shadowed by the more exciting computer language communication; We should be using digital media, social media, cybernetic and internet based methods of communication to tap into the thrill the public are experiencing from the increase in technology and its simplicity of communication.
Nevertheless, Baudrillard did also state that the public do comply to the ideal that advertising still works as communication. So as long as no one else reads Baudrillard's 'Simulacra and Simulation' then we should all be just fine.
No comments:
Post a Comment