The Changing Lanscape of Advertising

25Mar08

Matt Soar in his article Graphic Design is Immaterial explores the idea that a graphic designer is a mediator between the consumer and the producer, and is essentially a salesman. The sole purpose of a graphic designer at least in the world of advertising, is to sell a product or service and to persuade the viewer. However that isn’t to say that there isn’t room for creative and artistic applications. The most successful designs and designers are the ones that break from the classical norms that we see in our everyday exposure.

A new and contemporary example of this, while not in the same realm of print graphic design advertisement is Ford Canada’s new line of commercials, “Ice” and “Human Car”.

Instead of focusing on the features of the car’s they are selling the T.V. Spot advertisements sell a reaction and a feeling that is to be synonymous with the feelings of owning a Ford vehicle. These commercials rather then adding to the maelstrom of mediocrity within the advertising industry, they take themselves outside the proverbial box tell a story rather and in doing so indirect sell a product. This idea coincides with ford’s new slogan, “make a reaction” and even though it is seen as a creative and refreshing endeavor, it still resides within the frame work and restrictions of the company that is producing the ad.

While it is true that even engaging advertisements such as these still impose restrictions, I think we are starting to see a shift on how businesses are representing themselves and their products. While in the past it was about who could say their message louder, advertising and design seems to be addressing the individual now rather then addressing the mass media. Ford Canada’s campaigns are reflective of this and in turn this shift holds the potential to allow for a greater breadth of creativity and expression within the industry. Only when graphic designers represent their own interests or their own content will we see the level of freedom that we currently see in other industries such as fashion design or interior design. But it seems to me that our culture is in fact moving in this direction.

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