Graphic design including advertising is the sons of the century. The art of communications have been existed with various forms in every periods. Communication technique both verbal, and visual as well as in media utilization have been developed rapidly. This days, we live in information era which is advertisements as a part of the communication actors. Nevertheless advertisements still as low-preference information in public. No body looks advertisements on purpose. But honestly, advertising have been influencing our whole life. They control our preferences in consumption, communication, determining how we allied with others, in fact they shape our ethic, and culture.
Advertisements have been created to make bondage, in order to make people feel thirsty and hungry, assigned to free the shackle of the desire. People who make ads create creature that is being called as brand. Through media both conventional and digital, thousand brand provoke us to consume more. Modern society seems enjoy with the ridiculous theatre.
Human purpose of life is to reach transcendent happiness have been changed with obsession for temporary luxuries. Wealth and power just become last harbor from whole effort. There are should become instrument not goals. Sex got loss of dignity. It just like anything that is on the cheap entertainment venues. Consumption activity become pride, money lavish become usual, even allow forbidden way to get excessive money have been becoming supernumerary effort to get happiness. In common society we called the way is pickpocket but in government bureaucracy called corruption. In transnational term we knew it as war for human right whereas no other just for snatch up all defeated states assets.
Fetisism and the losers
Some people realize that world morality crisis have to stopped. Some companies become swanks with their social-charity programs and environment conservation. Top celebrities dress up on advertisement pages to campaign good life. Certainly all of media companies would be happy because their advertisements spot sold.
The brand in general make proposition that they would aside some transaction profit of their product sales for charity, social empowering and environment preservation. Everyone who use these brands must be proud. They think that only with spending money for hundred thousands or millions. hay can be part of global agent of enhancement.
Money already being the almighty. Whereas nothing in this world would conform with money rule easily. Only loser would failed to revive human the human power as perfect creature in the universe. Loser would conform everything for money. Although charity product is sold and generate big donation from people around the world, cruel diseases remain endemic, devastation of humanity and nature happened. Educational cost only paid by rich people. Poverty and starvation still occurred.
Charity proposition and the brand within just like a fetish. Customer think that their money cure the world, but won't. The fetish just want our money, they never revive our consciousness toward the life issues. Meanwhile we need real action that cultivated from conscious mind.
Statement™, the third way to the new consumer society
Creative person who worked for advertising, graphic designer, and anyone who deserves to be called as communicator they are inappropriate to be called as creative person until they got rid of their principle to sells clients product. Advertisiments have no absolute correlation with selling. Sometimes they correlated, in particular circumstance not. Advertisements is powerful media to make brand statements toward current issues. Creativity needs ability of comprehension of humanities, spirituality, and environmental sensitivity.
Statement™ is advertising campaign strategy to create people consciousness toward brand through developing brand personality beyond the product category at it self. Instead of shout of selling proposition, the brand would spread public issues and stir public debate. There are no commercial both public service advertisements in Statement™ way. Only good or bad advertisement likewise good or bad design. I called 'reciprocal-transactional with one dimension' to define relationship between public as customer and advertisements as communicator in conventional advertising method. Reciprocal-transactional means that the end of story of the advertisements absolutely defined by the ads it self. One dimension means that the ads goals only to sells more. Statement™ offers new role of advertising campaign. Public as customer is to be free to develop the advertising message into various conclusion of meaning, its being called as dialectic process. Developing critical society that fully have consciousness toward life issues is the moral reason why Statement™ should held rather than just gain more number of sales, and the principle is being called as idealist. Relationship between customer and advertisements changed into 'idealist dialectic' form.
Communication is the art of politics that is how to rule mind of others to utilized according to our higher interest. If we believe that reality is built by perceptions and then the communicators are shape almost everything on the earth. Becoming creative means enlivening subversive spirit against the consensus. Meanwhile, pseudo-art is created by pseudo-creativity, created under compromise with common believe that been considered as the truth and taboo.
Genuine brand stand on the fact
Lie is deliver false information whereas the person who deliver the information knows the true. The way to lie is adding the fact that is not should be added, exaggerates or reduces and cover up the truth with stay silent. However lie is an defected attitude in morality. This attitude is in personal and institution. We know it as institutionalized lie or we called when it within personal as a deceiver.
Being a liar will generate cruel effect even for the liar it self, society, and environment. Don't we see how corruption make our country falling down, to many people live in poverty. Again, everyday we look at monitor, listening and seeing picture and we never realize yet that its systematic deceptions to produce agitation to make us desired and consume. There are talk about the product excellence by ugly communication and far from the context of product usage. The liar call the message transfer as dramatism in communication. And then the other would be permissive but don't realize that they have been controlled by the pervert opinion. Advertising in all of the various form make people indecisive which needs is proper to fulfilled or to be ruled out.
I believe the people want the brand looks common, that is no exaggerate the product excellent when do communication to the public. The most lovely is honest brand. Product is a hero for the business. People hate the falsity of brand. Technology make people know everything they want, we are interconnected. The hidden is shown and the vague is obvious. We are walking to the consciousness put the needs above the wants.
In the end, only the products that giving the answer to the public needs would survive and have strong brand. Advertising in all of the various form would be disasters when only communicate waste from bad product. Otherwise it would be useful for society when communicate factual message from the best product.