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.autoexpress.co.uk/car-news/61495/9-fiat-strada-built-robots
janine.sykes@leeds-art.ac.uk
In this latest post you compose an interesting comparison, however you could really do with 1) referencing where you got the information about the rise in mechanisation in 1970s (as this is the technological contextual influence) and 2) applying semiotics - to your ads, using the vocabulary that you practiced in-studio. This would allow you to discuss at a more analyical level and reveal your critical awareness (see outcomes of the module brief). Well done on your object research though - great ads that perhaps you could have discussed the signs more - even to the use of Mozart' music 'Figaro and how the art direction was highly choreographed the robots and the cars. What was the classical music a sign of? How does this add meaning to the ad? and suit the context? and brand values?
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