Before proceeding please watch the following:
What’s strange to me is how to process this. I first saw this clip as a pre-feature at my local Arthouse cinema. At that time it seemed like some sort of McLuhan-esque tome to how easily advertising can deceive through familiar images. In other words, I read it as subversive.
It is actually an ad for Dissolve, who provide: “royalty-free stock images for designers and storyteller“. I’m curious how effective this is for them. They have done an amazing job of showing how these random images that are imbued with sentiment can work, but in another way, have pulled the curtain ALL the way back. Basically, they’ve showed us how the magic trick works before we’ve seen it.
I think the video IS subversive because it shows how meaningless all these cultural and emotional triggers are. But if they are trying to get business, aren’t they shooting themselves in the foot?
Comment all you want, I really don’t have an answer, (but the video is so well done….)