Matej Tomažin (Slovenia)
'When Filler Becomes Framework', Digital Colour video, (1:23':49")
this is an hour and a half long film dedicated to the question of classification of commercials in todays society.
Made up of 80s and 90s american commercial shorts it substitutes the function of the filler, that commercials usually take, and instead turns them into the actual framework in which they would usually only be embedded.The question for me was whether or not the commercial as a form of visual communication can be used not only to convey its message by the now natural implementation into the entertainment industry, i.e. movies, books, ...
As we have by now reached the point where visuals used purely for commercial and propaganda means are no longer made to be understood as such, or to say differently, they are no longer distinguishable from the story, actors and environments of the entertainment directed content we see in cinemas, books and on TV.
Today product placement is a booming industry used to connect fictional aspirations, dreams and mental projections of the authors ideas, materialised in movies and books, with real products and services of todays society, in favour of making commercial products subconsciously connected
with abstract ideas of freedom, progress, love, ... Today’s happening being an organic evolution of Edward Bernays’s idea of PR, my work does not criticise the fact, that product placement has come to be entangled so deeply with the creative industry, but wishes to explore the new step in understanding how commercials work, and how we now perceive them. Where on one side we have services that can erase commercials or skip over them while watching our movies, the commercials inside the movies being watched are impossible to skip and improbable to be erased. As commercial propaganda will probably never really leave our lives, the question is where in todays society the thin line of product and services propaganda ends, and the conveying of ideas, aspirations, visions, begins.
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