Research says the average person receives anywhere from 3,000 to 5,000 advertisements a day. We’re bombarded with it everywhere we go. The messages are from companies, stating a fact like how desirable their product is, and why you want it. They’re telling you something, and you’re expected to listen. In this? communication, there is no dialogue, they are telling you something, and you are expected to listen. You’re a receiver of their message. There is no question asked, no conversation started.
It’s very rare that any messages genuinely encourage interaction, or try to start communication.
That’s why art is different than advertising. Some art, like installation art, pushes for a response, initiates a dialogue, starts a two-way communication. Art refreshes us in a time when almost every image you see is designed to sell something.
Check out Akay, a Swedish artist, and some of his installation art. He explains some of the motivation behind his product-less advertising, and the communication that it spurs:
“People come down to change the message, (art installation). In some magical moments the message becomes a dialogue, a political debate, a declaration of love. We’re not really sure what it was that got the conversation started. But maybe it helps to begin with an apology.”
The one-sided nature of current advertising should take a hint. I for one, am tired of one-directional conversations, like those on most billboards. They’re speaking, not listening.
How about more conscious messaging, designed to that encourages response and interaction?
ted. But maybe it helps to begin with an apology.
d. But maybe it helps to begin with an apology.