MODERNISM THEORY ANALYSIS

'LG art cooling'

‘LG Art Cool Converter’ is a full-page advert that appeared in The Age Melbourne Magazine in December 2004.

This ad identifies and confirms the power of humans to make, improve and re-design the environment in which they live in with the assistance of technology. 

The modern technology (air conditioner) enhances the bedroom as it allows the individual owner to re-design the environment they live in by improving the climate to suit their own unique comfort levels.

The advertisement is also an example of modernism due to the fact that it’s a representation of a product that displays distinct features such as its cutting edge, fresh and original design.  

The air conditioner is unique, through its modification from a typical wall mounted unit to one that is portrayed as a piece of art designed to complement and enhance ones environment.  This is re-enforced with the message “with a wide range of stunning colours and shades there is one to match your decor”.

Also, the ad brings to the viewers’ attention that consumers, as individuals are able to make rational choices by the range of colors and designs that can be selected from.  It demonstrates the modernist theory that individuals are in control of their destiny rather than having their destiny forced upon them.  “Individuals are in control of their own destiny, rather than being controlled by it…”.

‘What makes Subaru, Subaru’ exemplifies modernist rational.  The ad aims to speak to opinion leaders, using its strengths of durability, performance and responsibility to deliver its message.  

It represents a product with distinct its cutting edge technological features that are designed to assist its user through its, “unique combination of standard Subaru All Wheel Drive and a boxer engine that together deliver unrivaled performance.”

The ad incorporates use of populist tabloid writing of short and sharp sentences with key words highlighted boldly.  Its “engineering excellence” that’s “recognized time and time again by industry experts for its world class safety, reliability and durability.

It conveys its environmental responsibility; the Subaru plant in the heartland of America produces “zero landfill”.  

The ad distances itself from any emotional devices in favor of rational and educational facts to tell the reader of its unique capabilities and how it can benefit them.  It simply defines its core values of the company, products to consumers.

This attempt at altering an ad so that it no longer resembles the theory of modernism was achieved by removing all key messages that were associated with the car and its capabilities.  

Once the image was solely of the three cars I included some bright colors along with money so that it is now an ad for the chance to win a Subaru on behalf of a lifestyle magazine called that’s life which is well known for its reader’s competitions.