20th CENTURY NEW EXPERIENTIAL INFO FORMS

PART 2:

Having established a basis for analysing and understanding the new information forms - analyse Ads in relation to Art

EG 3:

AD: "LIFE NATURE LIBRARY" - "EXPLORE THE MYSTERIES OF THE UNIVERSE" - (SCIENTIFIC-AMERICAN MAGAZINE - c1970)

-  Though quite poor quality graphic-design this Ad shows characteristics of post collé form: multivalent space, use of picture-plane as 'reality confirmer', subject-quotations ('collage').

Analyse its structure & sequence:

1: Left-centre - Einstein's face photo:
   Attention catcher: most familiar data/flat to page surface. Visual entry to Ad is Einstein as 'tour-guide to "THE UNIVERSE"­ - the direction into the Ad.

    -  'Renaissance' type image: framed, single-space, centered, 'stopped' subject, 'portrait':

EG:

REMBRANDT [&/or others]

2:  Attention moves across sloping book into the page to top-­right photo on a new deeper 'page-surface', same plane as main text:

Top-right photo: "Scientists create the basic substance of life itself":

A 'fragment-of-a-whole-picture': arbitrary framing & poor gestalt results in 'fascinating glimpses' of bits of lab & scientist - invoking real-life glances with added sci-fi fantasy.

- 'Impressionist' type image: picture/event as a single act/moment of attention;

EG:

MANET / MONET [&/or others]

3:  Attention moves down the text to bottom-right onto front page-surface again to:

'Cut-Out' - a piece of the real-page-surface mailing-coupon: with obscured though 'fascinating' covers of "Life Library" books poking up 'behind' - cut it off & you'll posess the

book :

- 'Collage type' spatial joke:

EG:

ERNST - "LOPLOP INTRODUCES A FLOWER" - 1931 - COLLÉ & PAINT

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4:  The whole Ad is a (though patchy & inefficient) multi-real, multi-spatial structure. 3D space is (usually) relative to the real-surface plane.

Vision is directed by relationships which are unique to their centre-of-attention.

'Collé-type' treatment of image as collection of spatially/semantically related fragments.

Manipulation of response/meaning - through experientially different image types with a 'reality' independent of the Ad context.

-  60 years after the first experiential innovations this low quality info-image represents a post-collé vernacular:       

               EG: AD (c1970)                                EG: PICASSO (1912)