"Art and Copy"

In the PBS documentary “Art and Copy,” we see the artistry and work that goes into creating advertisements. The documentary features interviews with the creators of some of the world’s best-known advertising campaigns and hear about the creative process it took/takes to create them. While viewing some of the famous advertisements (The Volkswagon Beetle campaign, the iPod dancers campaign, etc.), I began to realize what the documentary was “really” about.  

As I really studied some of these ads, I realized how brilliant they were. I would find myself being pulled in by some of these advertisements. Watching this time around with a critical eye, I realized just how manipulative some of these ads were. But not only are they manipulative, but these advertisements can be pieces of artwork.

I observed just how much human emotions are manipulated to sell products. Advertisements may become works of art that appeal to our emotions. Advertisements can sell us dreams, ideals, states of mind. An ad can sell us the idea of strength of family or the power of dreams all while selling us a bottle of shampoo, a car or a candy bar.

“Art and Copy” puts a great deal of emphasis on the idea that we, the consumer, are part of the advertisment. It is based on the idea that we are participating with the ad. We, the viewer, are part of the experience, and share in it with the creators of the ad. The documentary “Art and Copy” seems to emphasize this shared experience between advertiser and consumer.

One of the examples of this sort of emotional advertising is the use of Ronald Regan’s campaign commercial. The commercial features a very friendly suburban neighborhood, full of families, neighbors and friends, working together and generally having a good time being in each other’s company.

The ad is colorful and warm, creating a very inviting, safe and secure environment. The advertisement claimed that this was the way life in the United States of America was since Ronald Regan took office. The ad was able to conjure up such strong feelings that it even managed to take Regan’s critics by surprise when they were moved by the powerful advertisement.

So while you are being shown a commercial about a fun new airliner, you aren’t buying the ticket. You’re buying the happiness, the fun, the colors of the plane, the beautiful flight attendants. You are buying the good feelings that the ad can give you. The point that the documentary was trying to get across, I believe, is that advertisements use creativity to sell their products. They appeal to our emotions, ideals and standards.

I think that “Art and Copy” is really about the appeal to our emotions, and the idea that advertisements may not just be sleazy and deceptive forms of media used to empty our wallets. Advertisements may also be pieces of artwork, bits of print or television that in addition to selling a product, may also truth and beauty. May also sell us feelings and emotions.