How do illustrators amplify the 'meaning' within the message?
Illustrators in their work are meant to show the message through their work, although they also need to understand the historical context of work. We are witnessing an accelerated exchange of ideas, technology, culinary habits,media, goods, weapons, drugs and people. So as everything in history is changing, so does the need of interpretation. People are trying to find themselves through the art, that is why artists try to follow the new eras, so for people it would be easier to interpret it,as they are able to understand the event, story, characters, or places.
Changes of interpretations through campaigns.
Pepsi today is one of the most recognisable global corporations
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| 1940s |
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In early 30s Pepsi won the consumers, by highlighting the low price of their drink. The campaign was due to the crisis, so people were more likely to be attracted to Pepsi. Another successful campaign was use of the comic strip 'Pepsi&Pete' and radio. And the recording of the 'Pesi-Cola hits the spot...' was not only the first advertising jingle, but also became translated into 55 languages. |
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In 1960s Americans became more weight concius, so Pepsi decided to use it in their adverts, for their low-caloric cola. Pepsi following the market trends decided to have a direct action towards this promotion of healthier lifestyle, and what goes with it healthier eating. |
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| 'Be sociable have a Pepsi' - from then Pepsi introduced itself as a certain life style, in the fact since the 40s Pepsi's marketing strategy appeared as a part of the style, and the slogans were designed to inform that it is better money with better taste. |
The promotional strategy was to build a Pepsi generation, open-minded and optimistic attitude to the world. There even was a slogan saying ; Join the Pepsi People, Feelin' Free'
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Those adverts change, as the audience is changing, the time is moving on, along with our technology, knowledge, and even the way we see the world changes. Designer have to look for new resolutions, of how to get the viewer's attention, because as we know in adverts for those corporations it is only about getting this attention. As the viewer get his interest into it, it is more likely that he will go, and buy this product. This is the reason why designers have to follow the new trends, fashion, event and celebrities. The most popular ceebrities who were in Pepsi adverts are: Barney Oldfield, Marlon Brando, Aretha Franklin, Pele, Shaquille O'Neal, Madonna, Micheal Jackson, Shakira, Cindy Crawford, Claudia Schiffer. Corporation wanted to get attention of wider population, that is why they used sports stars, stage stars, singers and models.
Even the logo of Pepsi has change through decades, along with people tastes. In modern times, people are looking for catchy logos, short slogans, and bright colour, and this is what Pepsi is giving them now.
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Looking at interpretations in film industry, we are able to find many great examples of modern interpretations, one of my favourite is 1996s Romeo and Juliet. This is extremely original version of Shakespeare's tragedy moved into contemporary realities of the rival gang subculture. I really enjoy watching this version, and I believe it is more likely that this version of Rome and Juliet, would easily appear to teenagers or young adults, because it shows the same informations in the more understandable light, and also might be more interesting as it happens in our times, so it is easier for us to imagine it, and place us it their shoes.
references:
book: Manuel Castellsa 'The information Age: Economy, Society and Culture'
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