The 70s advert that I found is the Fiat Strada “Hand built by robots”, directed by Hugh Hudson. The advert illustrates how the Fiat Strada cars were built. It does this by showing how robots build the cars. This demonstrates the contextual influences of the time as robots had started to replace workers in factories. This can be seen by people protesting about robots taking their jobs at the time. Alongside this the whole premise of the advert is quite dull; as its quite a straightforward idea, but with the music and the camera work it gives the whole process a certain creative and coolness about it.

Furthermore another contextual influence is cinema at that time, as the advert shows robots constructing the car, and as Sci-Fi was popular in the 1970s as the first ever Star Wars movie; A New Hope had come out. Subsequently watching this advert would remind people of Star Wars as the way in which the advert has shown solely robots, giving it a Sci-fi appeal.  

The contemporary advert I found for Fiat is the Fiat Panda 2012 advert. The contextual influences for this advert are very different compared to that of the Fiat Strada Advert. As in modern context people need reasons to buy into a brand and with the Fiat Panda advert the ad demonstrates what the car offers you, and all the specifics of why it’s a good car to buy and own. The advert itself has a voiceover which is quite common in modern context as people want to be informed as well as entertained.

In comparison to the Fiat Strada 1979 advert, the Fiat Panda 2012 adverts are very different. The Starda advert is a lot more of an entertainment advert using the contexts of Sci-fi to influence its story where as the Panda advert is more modern as the contextual influences for this advert are more informative demonstrating how it is a practical car, how it is compatible for people and alongside this how it has twin air which slows carbon release. That last fact of the car is very illustrative of how modern context influence the advert as in modern context reducing your carbon foot print is very important; to a certain extent depending on the person.

However, similarities between the two are the fact that both show the car driving. In addition to this both show only the fiat car and not other cars. But overall the adverts; although both being the same brand are very different from one another.

http://www.youtube.com/watch?v=0WaglhAA0nY

http://www.campaignlive.co.uk/thework/893171/

http://www.youtube.com/watch?v=ZcUy8_B3dVA

http://www.autoexpress.co.uk/car-news/61495/9-fiat-strada-built-robots

janine.sykes@leeds-art.ac.uk

New York World Fair-Bernbach

The New York World Fair was an event that happened from 1939-1940. The fair itself promoted one of the last great metanarratives of the machine age. The machine age was the  unqualified belief in science and technology as a way to achieve economic prosperity and personal freedom. Because the fair promoted the last of the machine age, Bernbach would have felt a privilege to be promoting this event to the world; thus giving him great confidence and experience to continue with working in the advertising world.

 

One of the main themes of the World Fair was “The World of Tomorrow”. This was because the whole premise of the idea was created during the height of the depression to demonstrate what the “World of Tomorrow” will be like.

 

What were on display at the world fair were extraordinary pavilions and exhibitions. Alongside this there were the iconic Trylon and Perisphere structures which became symbols of the entire fair. The fair was a demonstration of what the future could hold and prospects of what tomorrow will be like.

 

The New York World Fair had 44 million people attend, seeing the possible idealistic image of the future. This once again illustrates that Bernach would have received credit and respect for promoting; although only being a ghost writer, such a well known and popular fair that achieved a massive amount of attention.

 

Further more on display at the fair were many forms of entertainment; for example marionette shows, thrill rides, girlie shows and choreographed aquatic extravaganzas, this allowed people to feel entertained and enjoy themselves in a time of great depression. Demonstrating how the fair offered a wide range of entertainment to fit all markets of people.

 

After promoting this fair, Bernbach achieved his first real advertising experience when he joined the William H. Weintraub ad agency; this demonstrates  that after working on the promotion of such a popular event; this opened doors for him and lead him to getting a advertising agency.


http://xroads.virginia.edu/~1930s/display/39wf/frame.htm

 

 http://www.moline-consulting.com/Reinventando/Pagines/zPM%20BERNBACH%20foto%20i%20bio.htm

 

 http://www.theatlantic.com/infocus/2013/11/the-1939-new-york-worlds-fair/100620/janine.sykes@leeds-art.ac.uk