Video: Asymmetry of the hemispheres: creative advertising for Mercedes-Benz
2024 Author: Richard Flannagan | [email protected]. Last modified: 2023-12-15 23:55
Psychology lovers know that left and right hemispheres of the human brain perform different functions, complementing each other. Artists and creators from the Israeli agency Shalmor avnon amichay decided to remind us of this, embodying the asymmetry of the hemispheres in a figurative and artistic form for advertising brand Mercedes-Benz.
Quite a strange solution Mercedes-Benz using the human brain for its branding may be right or wrong, but it has nothing to do with art. The first forms in which the creators decided to embody this message were not very expressive prints: the triumph of a naked advertising idea.
But when the artists from Shalmor avnon amichay really set out to create an excellent and vivid, memorable advertisement, they got pictures that go, perhaps, beyond the scope of advertising creatives. The thought visualized in these pictures is the asymmetry of the hemispheres. With the left hemisphere (it governs the right side of the body), a person thinks logically and rationally, orients himself in space, counts and calculates. It rules there order and control … The right hemisphere, responsible for the left side of the body, is the land of chaos: here are born colors and music, and it thinks not in words, but in images.
In the paintings this is shown in the best possible way, the imaginative artists have found many images that clearly and vividly depict the thought. That is why the "second wave" of advertising turned out to be much more artistic and interesting than the first. And this proves once again that advertising and art it is not so easy to combine: if, after comparing the car with the brain, some intelligible message is still guessed (they say, our cars drive at the speed of thought), then the asymmetry of the hemispheres is clearly attracted to Mercedes-Benz behind the ears.
But in this case it doesn't matter. Such artistically significant advertising, although not very clearly associated with the product, has great potential "media virus", and thousands of sites fly around in a matter of days. Actually, this is what happened to this advertisement on the foreign Internet. And her prints will help schoolchildren remember once and for all what the asymmetry of the hemispheres is - a note to the teacher!
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