I will be producing a promotional video marketing the exhilarating idea of a modern self-driving car. While it may not exist just yet, my goal is to promote it as if the feat is very much achievable at this moment.
Accompanying this production will be a “Making of” short that will include a behind the scenes commentary that will address how exactly this was packaged for mass consumption. The commentary will focus on Guy Debord’s Society of a Spectacle, especially concerning the aspect of how people use the image as a vehicle to demonstrate their needs and desires. The commentary will examine the process of trying to find the relationship between the actual production and the people it’s trying to reach. Furthermore, the behind the scenes feature will explore the parallel between religion and marketing as Debord sees it.
I’m rather fascinated with John Berger’s collection of essaysas well as his 4 part BBC television series: “Ways of Seeing.” In one of the essays he discusses the mystification of art and history by its associations with assumptions and values that are not necessarily inherent in the work itself, but in its rarity, uniqueness, and commercial demand. He discusses art as being seen as an almost religious icon, and how the reproduction of images has contributed to the mystification of the original image.
This not only pairs well with Debord, but also another text I will be using written by Joseph Campbell: The Hero with a Thousand Faces. In this book Campbell draws parallels between the hero character in a variety of world mythologies and explains how they all have a very similar journey. The stories told about the hero are not as different as people like to think. The commentary will draw conclusions to see if it followed the story line of archetypal hero’s journey in a mythology, seeing that the promotional video is a form of story telling; albeit to market a product.
Berger, John. Ways of Seeing. (London: Penguin Books, 1972. Print
Debord, Guy. The Society of a Spectacle. France: Zone Books, 1967. Print
Berger, John. Ways of Seeing. London: British Broadcasting Corp., 1973. Video.
Campbell, Joseph. The Hero with a Thousand Faces. 3rd ed. Novato, California: New World Library, 2008. Print