Ad Link: http://www.youtube.com/watch?v=S2GALFBrtXk
The connection might seem strange or farfetched at first blush, but the above concept marketing video for a future indoor navigation system from Nokia is more 'Romantic' than one might expect. Although, romanticism has often been tied to a natural revival, or a nature/art centric obsession of feeling, I would suggest that a modern, technological romance has developed as a valid 'structure of feeling.' Part science fiction, part physical reality, the integration of data (fact) and emotional existence has become a marketing boon for companies looking to play off consumer's romantic leanings.
Visually, the short video employs soft filters and lens flares to accomplish the solar qualities that a Romantic painting once captured for its viewers. This lends the ad a nouveau allure that conjures excitement or anticipation. The soundtrack, a magical electronic mix, further draws the viewer into the organic mystique of the modern environment. Architecture, dress, and minimalistic user interface design of the navigation system (which is mimicked by the marketing blurbs), also reflect the self-confident, intrinsic sensibility of the demonstrator and his environment. The man himself is handsome, and seems to reflect an idyllic member of the target audience, suave, savvy, and connected.
In this magical world of complete connectedness, which itself is the ad's eschewed platonic concept, things happen: 'automatically', 'all the way', and with 'extreme accuracy.' The discourse at work seems to posit that perfect natural existence is in harmony with technology, and that we must embrace it to lead lives of sophistication and precision. The ad revises and recontextualizes the 'Romantic' movement, a technologically integrated nature is now preferred over an untampered one; however, intertextualities still exist, as beauty, harmony, and visual/sonic ecstasy combine to persuade viewers hearts.
It's very ironic that something that draws us further from natural life can be romantic, but I agree that the sleek and savvy nature of the advertisement gives it a romantic feeling. Personally, this product makes me sad. I feel like half the fun of going somewhere is the experience on the way there. This product seems to take the fun and adventure out of that, because it seems like the guy is staring at his screen the whole time. This makes me think that the product goes against the idea of romanticism, but through the ad's visual and audible techniques it still manages to radiate aesthetic beauty.
ReplyDeleteI couldn't agree more that marketing and advertising tap into and redefine our notions of romance. They constantly attach feelings to their products and normalize those feelings in order to capture consumers( after all how can you pass-up an object that you are attached to).Perhaps this is the very reason why people should be skeptical of romance in modern society because it ultimately serves a capitalistic goal without the consumer in mind.
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