"The word "hyperrealism" is used in the art world to denote the activity of a group of artists who made paintings that "look just like photographs". This all happened in the late sixties, early seventies, (http://www.dgp.toronto.edu/~stam/suomi/stam/hyperreal.html, Anonymous, 29/9/09). In todays world we tend to find hyperreal imagery within advertising, which all play on the idea that hyperreal images may improve on reality.
Hyperreality is a post-modern theory described as being the following. “Not a defined movement as such, Super realism was one of many names (including Photo-realism, Hyperrealism and Sharp-Focus Realism). These artists worked in different ways and portrayed a variety of subjects – portraits, landscapes, cityscapes, suburbia, still life’s and leisure scenes of the middle classes. Although their technique was seen anonymous and machine-like at the time, examined more closely their works have as much an individual signature quality as the most expressionist artwork”.
(Dempsey 2002 p251-252)
Hyperreality is Jean Baudrillards word for aspects, which appear to be more real than they actually are. There are lots of examples of Hyperreality in today’s world and we see them all of them time without even realising. I have decided to look at Hyperreality in terms of moving image and how this post-modern theory is present within current work today. In the long run it will be more beneficial to me in term of understanding our pathway in relation to post-modern theories.
Obviously, if considering hyperrality in terms of moving image, then the first thing that comes to mind is the use of 3D animation. Nowadays, the advances in technology have meant that today’s designers are able to model almost anything. This is a great tool for designers, however I think that you have to be careful how far you push it. Hyperreality is used in lots of different way in advertising. For example hyperreality has been used in both the images below:
http://farm3.static.flickr.com/
http://www.sci-fi-o-rama.com/
Recently there has been an advert for ‘Coors Lite Beer’ shown on TV. I have to say that I am not a great fan of this advert and personally I feel that this is a good example of how the use of hyperreality doesn’t work in the companies favour. Here is a clip of the TV advert:
http://www.youtube.com/
Hyperreality as a theory considers the way that it is used to improve the look and appeal of particular aspects. The use of hyperreality in advertising is a way for companies to try and sell their products to the public. By improving the look of their product and making it look better than it actually it is, is potentially a great way to advertise. However there are some instances where it doesn’t work.
In this advert I think that they have attempted to create a 3D animation, which makes the drink look appealing. At the end of the ‘Coors Beer’ advert when we see the top of the bottle, we are presented with the idea of a cold refreshing bottle. However, the way that the animation has been modelled doesn’t seem to work. They have taken the ideas surrounding the post-modern theory, but in my opinion have not grasped the essence of using hyperreality to their advantage.
However, when we see images of Coca Cola, for example, we see the condensation on the outside of the bottle. We know that it’s not going to look like that when we buy it but we are still intrigued and do. Coca Cola is a prime example of a company that has explored the essence of the theory.
Hyperreality is a post-modern theory described as being the following. “Not a defined movement as such, Super realism was one of many names (including Photo-realism, Hyperrealism and Sharp-Focus Realism). These artists worked in different ways and portrayed a variety of subjects – portraits, landscapes, cityscapes, suburbia, still life’s and leisure scenes of the middle classes. Although their technique was seen anonymous and machine-like at the time, examined more closely their works have as much an individual signature quality as the most expressionist artwork”.
(Dempsey 2002 p251-252)
Hyperreality is Jean Baudrillards word for aspects, which appear to be more real than they actually are. There are lots of examples of Hyperreality in today’s world and we see them all of them time without even realising. I have decided to look at Hyperreality in terms of moving image and how this post-modern theory is present within current work today. In the long run it will be more beneficial to me in term of understanding our pathway in relation to post-modern theories.
Obviously, if considering hyperrality in terms of moving image, then the first thing that comes to mind is the use of 3D animation. Nowadays, the advances in technology have meant that today’s designers are able to model almost anything. This is a great tool for designers, however I think that you have to be careful how far you push it. Hyperreality is used in lots of different way in advertising. For example hyperreality has been used in both the images below:
http://farm3.static.flickr.com/
http://www.sci-fi-o-rama.com/
Recently there has been an advert for ‘Coors Lite Beer’ shown on TV. I have to say that I am not a great fan of this advert and personally I feel that this is a good example of how the use of hyperreality doesn’t work in the companies favour. Here is a clip of the TV advert:
http://www.youtube.com/
Hyperreality as a theory considers the way that it is used to improve the look and appeal of particular aspects. The use of hyperreality in advertising is a way for companies to try and sell their products to the public. By improving the look of their product and making it look better than it actually it is, is potentially a great way to advertise. However there are some instances where it doesn’t work.
In this advert I think that they have attempted to create a 3D animation, which makes the drink look appealing. At the end of the ‘Coors Beer’ advert when we see the top of the bottle, we are presented with the idea of a cold refreshing bottle. However, the way that the animation has been modelled doesn’t seem to work. They have taken the ideas surrounding the post-modern theory, but in my opinion have not grasped the essence of using hyperreality to their advantage.
However, when we see images of Coca Cola, for example, we see the condensation on the outside of the bottle. We know that it’s not going to look like that when we buy it but we are still intrigued and do. Coca Cola is a prime example of a company that has explored the essence of the theory.
No comments:
Post a Comment