A surreal introduction

Possibly the single biggest influence on modern advertising techniques lends itself from the Surrealist method. From Dali’s paranoiac critical to Magritte’s juxtaposition, they are all there for one to see. The idea of hidden latent sexuality in objects is also a major part of the advertising ploy of the modern age. How many companies use sexual images to sell their products, regardless of the nature of the product?

The most important feature though is the anchoring that is used. By this I mean that basically a product is advertised usually on the strength of an association with an ideal or concept. For example, dairy products might be anchored with the countryside and fresh flowery fields, aftershave with ultimately attractive members of the opposite sex and sexual success. It is this association which sells a product. Often it is this association and also the bombardment of these images in order to constantly reinforce the ideas that place a product within a certain framework in our minds. Manipulation of images of this kind is seen all through surrealist work. Particularly as in Dali’s paranoiac critical method, where double images appear constantly associating one with another and also in Magritte’s juxtaposition of objects – this is the most blatant similarity. Magritte places objects in contexts where they are unfamiliar with the viewer, a rock in the air for instance. This image might be also used in advertising as, say, to indicate how ‘light’ a sugar free drink will make you feel, there are many more examples but this serves to illustrate my point. The manipulation and anchoring of images is essential in modern advertising and also in much of the historical, especially wartime, propaganda.  Imagine if the advertising industry resorted to more ‘honest’ ways of portraying their products.

design manefesto poster

my surreal manifesto

3D manifesto model design

Manifesto 3d design

3d manifesto model

3d manifesto model

3d manifesto model

Manifesto research

Let’s not forget the art of paper and craft, article in creative review by French illustrator and paper toy designer Tougui aka Guillaume Pain

Andre Breton the Surrealist Manifesto

The surrealist manifesto was written in 1924 by the original member and leader, Andre Breton. It was the culmination of the writings of the surrealist group and sought to dispel the ‘rationalism’ which brought about the first world war. It really identifies the whole surrealist idea as a movement, with an agenda, rather than just a style of art. Some of Bretons ideas flirted with Socialism, indeed he was part of the French Communist party, although this political link for the surrealist movement as a whole is hotly debated as it is a popular notion that their work was apolitical. There follows some extracts from the manifesto of 1924.

The simplest Surrealist act consists of dashing down into the street, pistol in hand, and firing blindly, as fast as you can pull the trigger, into the crowd.
Andre Breton, Second Manifesto of Surrealism 

Let us not mince words: the marvellous is always beautiful. Anything marvellous is beautiful, in fact only the marvellous is beautiful. 
Andre Breton, 1924

And ever since I have had a great desire to show forbearance to scientific musing, however unbecoming, in the final analysis, from every point of view. Radio? Fine. Syphilis? If you like. Photography? I don\’t see any reason why not. The cinema? Three cheers for darkened years. War? Gave us a good laugh. The telephone? Hello. Youth? Charming white hair. Try to make me say thank you: “Thank you.” Thank you. 
Andre Breton, Manifesto of Surrealism