Title: Inception
Director: Christopher Nolan
Screenplay: Christopher Nolan
Year: 2010
Cast: Leonardo DiCaprio, Joseph Gordon-Levitt, Ellen Page, Tom Hardy.
Production and Distribution: Warner Bros.
Country: USA
One day a scientist will be able to remove the contents of your mind and transfer it to your computer's memory. Because the mind is the essence of being, we can say that such a computer scientist came in and started to inhabit it. At least we can say that from the moment that the human brain inhabits a computer he is released from the weakness of mortal flesh ... He is in control of their own destiny. The machine is your body, it is the mind of the machine ... This seems to me the most intelligent and mature life in the universe. Resize silicon plates and no longer limited by the duration of life inside the deadly cycle of a biological organism. This kind of being will live forever. "(Robert Jastrow, The Enchanted Loom: Mind in the Universe, New York, Simon and Schuster, 1984, pp. 166-67).
The operation of the Ad-Gnosis
But in practice the mechanism of operation of the Ad-Gnosis? Let's make this post a draft of a method of analysis of advertising discourse within the Ad-Gnosis. By a gnostic point of view the entertainment industry needs to draw from their subjects 'spontaneity' (particles of light or the vital spiritual energy, reminiscent of our true origins) to put in place structures, hollow and lifeless clichés, this draft method that will trace here aims to describe the moment when these structures clichés-capture and confine these spiritual elements, represented in archetypes.
We can consider the various levels of semiotic techniques of persuasion and persuasion of advertising speech as thought-forms empty without spirit or energy itself. At level perceptual or behavioral immediately until they can sensitize the individual, motivating him immediate responses, or behavioral subliminal. But they are of short duration. There is awareness, preparation or fixation.
Leaving for a semiotic didacticism these techniques can be divided as follows:
a) Level structures cliche: Resources graphics, psychodynamics of colors, photogenic, Packshot, lettering, screenplay. That is, every aspect of a pure signal, resources that reach the most instinctive and behavioral aspects.
b) the level of rhetoric: the use of the repertoire of classical figures of rhetoric, Aristotle (metaphors, hyperbole, oxymorons etc.). It is the level of persuasion through pure aesthetics of the arguments of the speech. After the immediate signaling (calling attention), is transformed into information, speech, argument.
Let's take a prosaic example as well as the new commercial from Pedigree food for dogs (under "Life" Agency Lara / TBWA and producer of Paranoid U.S.). In this simple video advertising can find all the elements of the Ad-Gnosis in operation, mainly the archetypal aspect.
Immediately, we see the classic aspects of photogenic or videogenia advertising: a dog (golden retriever) running in slow motion, pastel colors, track acoustic folk tone, the long by the animal moving in the wind. Aspects are cliches (the pastel associated with spring, early morning, the dog breed retriever etc.).. Superimposed on this level, we rant. The comparison between the motivation to run to the man and the dog follows the model of figure of speech called Sístrofe, technical suspension of the sense where a number of features is listed without knowing precisely what it is about the speech.
Although resources are resourceful, aesthetically beautiful, engaging and exciting, are, in short, empty. Its effect is exhausted soon after the movie ended because advertising remains an element of spirit that does not consider: the archetype.
Let's see what the audio says that video advertising:
"There are people who run for sport, to overcome adversaries. Or not to be late. But we have more luck. We are dogs. We do not need a reason to run. Your dog has plenty of life ahead. It only remains to improve it."
This discourse exploits the archetype of the Innocent: a desire for purity, simplicity. The aspiration for playful and idyllic, breaking the order of first performance (effectiveness, efficiency and performance) that governs our lives. Injected in the forms-empty cliches of advertising speech reminiscent of the longing for transcendence of inauthentic social norms that capture the spirit.
But if this is the moment of truth of this publicity, this reminiscence should be confined in the strict business goals. Two techniques are used to confine the archetype: first, the resignation: the dogs are "lucky" to run without reasons. Implicitly means that humans have no such luck. Resigned to run for us to carry out on targets, without the pleasure of playful dogs.
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