The Time Is Now
I was reading ‘Ways Of seeing’ by John Berger recently and was struck by something he wrote. In the section where Berger talks about ‘publicity images’ or advertising as it’s more commonly referred to, there was a section which states; ‘Publicity images also belong to the moment in the sense that they must be continually renewed and made up-to-date. Yet they never speak of the present. Often they refer to the past and always they speak of the future’.
I was down in London a few weeks ago and whilst on the underground, I noticed the latest Terminal 5 campaign by BBH. Although these posters aren’t in the present, the life span of them is quite short, so they almost feel as though they are. When is ‘yesterday’ and does it in fact matter? Does the posters authenticity diminish, if yesterday was in fact 5 days ago and so on? I suppose what I’m getting at is that, I really want to believe that these represent the terminal in a very real sense and therefore they would need to be changed on a daily basis. I love the fact that the images are of real situations and wonder if it’s simply the logistics of design, print and distribution which prevents ad campaigns from ever depicting ‘today’. If it is feasible, then a campaign that deals with the present would almost certainly be groundbreaking.
For more about the campaign visit Creative Reviews Blog
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