Relationships between Movement & Style in 1900 – 1930s and contemporary advertisements

The task: Find at least two contemporary advertisement examples dated between 2015 and 2019 that you believe could be relevant to some of the concepts, movements or images covered in the relationships lecture.

1930’s Surrealism: Salvador Dali, “The Persistence of Memory”:

Surreal art has been well known for it’s way of being able to shock it’s viewers with unrealistic imagery. Most surreal artwork dating between 1900 to the 1930’s depict obscure compositions which appear to be irrational and unable to make logical sense or understanding. In many Surreal paintings the viewer is able to recognise several objects even if they have been changed in an irrational or dream-like way.  The Persistence of Memory by Salvador Dali is a clear example of Surrealism in the 1930’s with a recognisable setting and images. Although not realistic, the viewer is able to recognise the melting clocks clearly and the setting of the painting is quite ordinary.

IKEA “Beds” Advertisement 2015

Contemporary Surrealism has changed since the 1900-1930’s. Surrealist art now, does not have to be shocking or outrageous, it can simply depict a person or thing out of its ordinary context. Images are displayed more in a dream-like way, making it a little more rational to us. The IKEA Beds advertisement is a strong example of this. The idea of taking a bed and putting it where it doesn’t belong is very simple to understand. The viewer instantly recognises the idea. We know beds don’t float in the sky, yet we rationalise and associate this idea with peaceful sleep and dreaming. In the top image, the viewer understands the statement the advertisement is trying to make; that the beds are so comfy it feels like you are sleeping on a cloud.

Tabasco Printed Advertisement “Beware The Heat”:

Unlike the IKEA advertisement, Tabasco has used a more traditional approach to Surrealism. Rather than place a recognisable image somewhere it doesn’t belong, the Tabasco advert has made a recognisable image out of something new.  The tabasco sauce is so hot, that they have made the bottle appear to be a fire extinguisher and grenade. This idea is instantly recognisable like the Ikea advertisement. 

This technique of using images to create something else can also be seen in Salvador Dalí’s Lobster Telephone created in 1936.

Comparison: