The Impact of Surrealism on Fashion Advertising

Of these, surrealism related most directly to the subconscious fantasies in the consumer. A single from the main purposes of surrealist art was to tap into the subconscious mind on the viewer. In this way, it can be seen that surrealism fit in well with the shift in ads from a "factory viewpoint" to "the mental processes on the consumer" (Marchand, 1985, p. 11).

In defining surrealism, most men and women agree that it emphasizes the globe of fantasy rather than the true world. In its work to reflect the urges of the subconscious mind, surrealism usually uses dream imagery. In some cases, it goes a step extra and uses the imagery of nightmares. An instance of dream-like fantasy in surrealist art is also seen within the Persistence of Memory, a painting produced by Salvador Dali in 1931. This painting shows a dream landscape filled with melting watches. One watch is draped over a strange dead creature, and another is becoming attacked by ants. It's apparent that these strange images relate for the overall theme on the painting. Thus, the melting watches as well as other images serve as symbols to your situation where "time is abolished" (Alexandrian, 1985, p. 103). It is obvious how the bizarre images and they way they're juxtaposed with 1 an additional are meant to reflect the subconscious globe of dreams.

The big variety of fashion advertisements which have been created between 1930 and 1950 existed primarily as a result of the popularity of magazines during that time. Thus, a find out of magazine ads from that period reveals the extent to which surrealistic art influenced the selling of fashion goods. Many of the ads of that period show surrealistic influences by distorting images or by reducing them to their simplest shapes. Such influences were pointed out by Rosenberg & Hartley (1930) in their book The Art of Advertising. Thus, for example, Rosenberg and Hartley observe: "Changing the proportions of figures, or parts of them, so as to concentrate attention on a single component of the composition, or to contrast an unwieldy figure presented in small space with a small a single presented in big space, has shock value" (p. 43). This quote once again reflects the aim of advertisers in utilizing surrealistic elements. The shock significance of distorted images helps to catch the consumer's attention. In addition, this shock importance is important because it forces the buyer to relate towards advertisement on the subconscious level. Since the viewer can not understand the images consciously, he or she becomes subconsciously open to subliminal influences over a component from the advertisers.

During the Beneficial Depression of the 1930's, and the Second Globe War during the 1940's, the strongest fantasies held by most Americans had been individuals that related to increasing their wealth and social status. Both decades have been characterized by reduced economic problems for most people. Therefore, in order to market their products, fashion advertisers generally produced surrealistic scenes which implied that their items could assist shoppers turn into richer.

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