Znamka kot prijatelj

Slabe, Oskar (author), Kozole, Emil (mentor), Kamnik, Andrej (comentor)

V teoretičnem delu magistrskega dela obravnavam moderno oglaševanje kot invazivno dejavnost, ki promovira potrošništvo in kvari avtentično človeško izkušnjo. V tem delu postavljam spekulacijo o prihodnosti oglaševanja in kako bo to vplivalo tako na družbo kot tudi na življenje posameznika. Predvidevanje prihodnosti temeljim na podlagi trendov in načel v oglaševanju, ki sem jih opredelil z raziskovanjem oglaševanja v 20. in 21. stoletju. V praktičnem delu magistrskega dela sem to spekulacijo obravnaval v obliki serije petih umetniških instalacij. Vsebina teh del združuje predvidevanje prihodnosti oglaševanja z Maslowo hierarhijo potreb z namenom prikazati nesmiselnost doseganja sreče skozi potrošništvo. Začetek psihoanalize in ideologija potrošništva sta namreč produkta istega časa.

• Language: Slovenian
• Keywords: Vizualne komunikacije Animacija Oglaševanje Marketing Znamka Spekulacija Zasebnost Satira Možganski implant Magistrska naloga
• Work type: Master's thesis/paper
• Organization: ALUO - Academy of Fine Arts and Design
• Year: 2024
• PID: 20.500.12556/RUL-158838
• Publication date in RUL: 21.06.2024

Secondary language

• Language: English
• Title: Brand as a friend

Abstract

In the theoretical part of the master’s thesis, I discuss modern advertising as an invasive activity that promotes consumerism and undermines authentic human experience. In this section, I speculate about the future of advertising and how it will impact both society and individual lives. My predictions about the future are based on trends and principles in advertising, which I have identified through research on advertising in the 20th and 21st centuries. In the practical part of the master’s thesis, I explored this speculation through a series of five artistic installations. The content of these works combines predicting the future of advertising with Maslow’s hierarchy of needs to illustrate the absurdity of seeking happiness through consumerism. The beginnings of psychoanalysis and the ideology of consumerism are indeed products of the same time.

• Keywords: Visual communications Animation Advertising Marketing Brand Speculation Privacy Satire Brain implant MA thesis