Promise happily fulfilled
Just in time for the exhibition’s closing, the book accompanying the exhibition «Happy: The Promise of Advertising» has been published
Just in time before its end, the book on the exhibition "Happy. The Promise of Advertising" has been publishedMore than half a year after the opening, but still in time before the end of the exhibition "Happy. The Promise of Advertising" on July 28, the book has now been published. It was worth the wait. On 280 pages, a comprehensive and meticulously illustrated documentation has been compiled on the phenomenon of "promises of happiness in advertising. How is happiness understood today? How does it come about? Which role models stand at the beginning of these ideas? - These are the questions that editor and exhibition organizer Christoph Doswald wanted to explore in his work. Against the background of the decreasing importance of religious and political values, the exhibition, and now even more in-depth the present publication, wants to investigate "to what extent the images of advertising occupy this vacant place in the orientation dispositive of a multi-optional society and what part the advertising subjects have in the creation of new ideas of roles and society".
Advertising and consumption as a world religion? Answers to this question are provided in the catalog by Stefan Oglesby and Daniela Schütz from the Link Institute, for example. They conducted a population survey, and the results provided the basis for the exhibition. In the book, they are analyzed and commented on in detail. A new and surprising finding is the great importance of social integration and altruistic family values, especially among the younger generation, which has not yet started a family itself.
In the chapter "Happy TV," Regula Bochsler and Pascal Derungs analyze how advertising ennobles products or evokes sympathy by staging happiness. They note, for example, that in contrast to the classic staircase of life, age in advertising is a period filled with vitality and "even amorous feelings." Only puberty is seen by these authors as a stage of life that is too unwieldy to be integrated into the generally prevailing advertising happiness. The young adult is seen as the most effective advertising figure on TV. These "ideal people" combine the purchasing power of working people with the attractiveness of youth.
"Happy Propaganda" shows a collection of political advertisements from more or less happy countries and systems. In a linked chapter, "Happy Agencies," eight agencies present their individual definitions of happiness in advertisements designed for the exhibition.
Further contributions come from the pens of Stefan Banz, Daniel Di Falco, Richard Frick, Tom Kummer, Liliane Lerch, Muda Mathis, Samir and Sus Zwick. Andreas Panzeri Chronos Verlag, Zurich, ISBN 3-0340-0549-0
Advertising and consumption as a world religion? Answers to this question are provided in the catalog by Stefan Oglesby and Daniela Schütz from the Link Institute, for example. They conducted a population survey, and the results provided the basis for the exhibition. In the book, they are analyzed and commented on in detail. A new and surprising finding is the great importance of social integration and altruistic family values, especially among the younger generation, which has not yet started a family itself.
In the chapter "Happy TV," Regula Bochsler and Pascal Derungs analyze how advertising ennobles products or evokes sympathy by staging happiness. They note, for example, that in contrast to the classic staircase of life, age in advertising is a period filled with vitality and "even amorous feelings." Only puberty is seen by these authors as a stage of life that is too unwieldy to be integrated into the generally prevailing advertising happiness. The young adult is seen as the most effective advertising figure on TV. These "ideal people" combine the purchasing power of working people with the attractiveness of youth.
"Happy Propaganda" shows a collection of political advertisements from more or less happy countries and systems. In a linked chapter, "Happy Agencies," eight agencies present their individual definitions of happiness in advertisements designed for the exhibition.
Further contributions come from the pens of Stefan Banz, Daniel Di Falco, Richard Frick, Tom Kummer, Liliane Lerch, Muda Mathis, Samir and Sus Zwick. Andreas Panzeri Chronos Verlag, Zurich, ISBN 3-0340-0549-0
