Eric Ferfruhen Biography

Not with us yet? Catch a discount on the first subscription! The example of Japanese advertising in the city was created by the jewelry and designer company Ginza Tanaka, which specializes in the manufacture of gold accessories. This precious Christmas tree is estimated at $ 2 million. It is, without a doubt, the most expensive advertisement for the Christmas and New Year season of B15 [1].

According to experts, there are clear parallels between French and Japanese advertising styles based on the use of symbols and visual metaphors. The Japanese advertising poster is often an ideogram, the idea of ​​which is expressed in images. At the same time, in Japan, advertising is not suitable for the creation of advertising as prosaic and purposefully as in the West.

The Japanese use countless inserts with field shootings - sunsets, flocks of birds above the horizon, reeds that bend in the wind. These personnel appear completely unexpectedly and, it would seem, illogical in the middle of any video - no matter what is advertised in it. If for a Western person a quick change in images is nothing more than the installation style, then for the Japanese it is full of meaning.

Japanese advertising operates on the principle of accumulation of signs. For example, Sony and Nissan companies believe that if a natural landscape shakes the impression of excessive technological work, then why not show a piece of nature in advertising. Of particular interest is the advertising campaign for the Sony PlayStation game console. Sony PlayStation made a breakthrough in the gaming industry, where Nintendo and Sega dominatedly dominatedly.

A significant role in this was played by the revolutionary and shocking advertising campaign of Sony PlayStation Fig. B16, as an example of PlayStation advertising for Sony, initially the console market was primarily focused on children or infantile adults. Sony decided: "Mature people also want and will play." PlayStation immediately outlined the circle of its target audience - advertising for adults, educated, thinking people.

The company gathered around its innovative personal product capable of perceiving advertising from David Lynch, the concepts built on the poetry of James Sinclair and the surrealism Dali. The Sony PlayStation Game Console was advertised as a means to change reality and the embodiment of those desires that cannot be realized in the real world. The muzzle of the clown, the outlines of which are loosened from the "mushroom" of the nuclear explosion, recalls that any destruction and catastrophes that occur in the game is just a game.

I remembered that I once read about the video Red Hot Chili Peppers, which was created under the impression of more than 20 films, including Metropolis Fritz Lang. In these films, a very rich and detailed backstage of the theater was presented. This was the beginning of everything - the decision to represent the insides as detailed and diverse as a person is capable of. And we wanted the picture to be like theatrical "backyards".

We started the work, and I asked the team to develop as many ideas as possible. The main criterion is that thought should cling to another, one more, and still behind it. Then another problem appeared - we did not like the way we “cut” the head, because it was very difficult to imagine what the caught skull looks from the inside. And we turned to the architect for help, who has better understanding the perspective.

We tried to follow the scheme, but our original ideas lay down in it. Therefore, we made the simplest model of the head with all its levels and began to decide which side we better show the incision - with the right or with the left. Then the work began inside the head. We shot something, did something with the help of 3D, but everything seemed too licked and unreal. And I wanted to have texture, visualization.

I think this is one of the most difficult things we did. Japanese advertising is not just emotional - it appeals to the wealth of imagination, and therefore captivates so. Perhaps in it we see that the American sociologist Edward Hall Edward Hall calls "meager and rich" contexts. According to E. Hall, the United States is an example of the country in a “meager” context, since thinking builds reality, and subjective, not measured quantitatively, is considered non -existent.

On the contrary, society in "rich" contexts - Latin American, Arab, Asian and African countries - are more immersed in a traditional atmosphere - in their past, their motives and cultural foundations. There, the diversity and complexity of interaction between people are perceived and shown as something natural, even in a simple commercial. In such an atmosphere, people understand each other at a glance.

For example, there is a French expression "Se Comprendre A Demi-Mot", which literally means "understanding each other at a glance", that is, "to understand each other without any explanation." People belonging to the same culture, in addition to the common language, develop something more for communication-socio-cultural foundations of something like a cursive.

In general, Japanese advertising creates a dual impression.On the one hand, he is attracted by moderation, restraint, functionality and pleasant color combinations. On the other hand, imagery here occupies the highest place, which is not always clear to the western mind. The images used in Japanese advertising sometimes seem to the Western resident on the verge of madness the same thing is said about Japanese packaging.

Western experts in the field of advertising believe that as the digital media develops, to keep the viewer's attention is becoming increasingly difficult. Therefore, advertising in other countries is becoming more and more like Japanese. In — gg. However, since the beginning of the x. Advertising announcements in Thailand stand out sharply against the background of advertising from other countries of Southeast Asia.

In Bangkok, advertisers are looking for their own style, addressing the roots of their culture. Thailand is a factory of the most "crazy" creativity in the world. The advertisement of this country is distinguished by bright, simple and funny videos with an incredibly high share of absurdity. The most awarded directors of the last three years are Thais Tanonchay Sorsrivicha and Saton Petchuvan from Production Phenomena.

In recent years, there are more and more prints from Thailand in the world. As in the case of the rollers, almost all of them are the result of the work of one person - a retoucher Anchui Secharanputot from Remix studio. Thailand is the only country in the region that foreigners have never ruled - perhaps this is an extra confirmation that advertising reflects the culture and history of the country.

In the Far East, especially in China, advertising is gradually freed from the Western image of thinking. It contains the simplicity and humanity, which gives advertising a special emotionality rice. An example of Chinese advertising in the China Motors advertising video shows a peasant who, with a small child on his back, goes through the rice fields spreading to the horizon. Behind the scenes of the male voice - the voice of his already adult son - pronounces touching words: “Once in my childhood I got sick, I had a high temperature.

I didn’t have a doctor in our village, so my father had to bring me to the doctor several kilometers, tied up behind my corporate appeal, the company China Motors reminds of Confucian and eternal universal value - sons. This country supplies the world of a sophisticated national artist, comparable only with Brazilian, in an advertisement or print, there is always an Indian flavor, although there are a lot of foreign advertisements from India in India.

Of course, brightness, dynamism and expression. Juicy, sunny tones and a common cheerful atmosphere are striking in the eyes. Much attention in advertising is paid to people, relationships, emotions. Brazil is the country of the victorious art director and print advertising. Television advertising from Brazil rarely is something outstanding, but bright, skillfully made prints win annually at international festivals.

For example, in the city of advertising geographically close to Brazil, but distant cultural Argentina is similar to the Brazilian only the wealth of the palette of relations and feelings, but gives a much greater level of emotional tension and is famous for unusual plots. Separately, it is necessary to mention the color scheme - according to one slightly muffled tones, warmth of the picture and special transparency of the air, you can immediately determine that the video was shot in Argentina.

South Africa on the one hand, a country of deep spiritual creativity and philosophical, thoughtful videos for financial or oil corporations; A country of deep understanding of social problems and human difficulties. And on the other hand, the Africans genetically laid the cheerfulness and sense of humor. South Africans almost always remove advertising at home, showing their life as it is.

Australia, although in the southern hemisphere, like Brazil and Argentina, does not demonstrate such fun and positive in advertising. Australian advertising creative, especially television, marginal, gloomy, dramatic and sometimes difficult to understand. The advertisement of New Zealand is simultaneously similar and is not like Australian. It is not so dramatic, not so natural, but what exactly unites them is extremes.

If a provocation, then such that you can’t pass by. If art, then the highest degree is practically arthouse. The creative of New Zealand nourishes the endless love of Rugby, their national pride is the national team of the country but Rugby All Blacks. Local agencies in the global market are invisible. Summing up, we can say that the features of advertising in different countries of the world are primarily associated with the cultural values ​​of the country and the specifics of the nature of its inhabitants.

At the same time, these features seem very unusual, and sometimes quite complicated for understanding and perception.