:: Popular Images ::

:: Positive Images ::

This ad, for Mohawk flooring, takes everyday expectations to the absurd. This is done so in connecting fairy tale images of the perfect world with its product. By mere nature of a castle-like splendor the absurd becomes realistic, and makes the viewer feel as if they too want this type of home.

This image for teeth whitening gum by the name of Melon Breeze for Orbit's has quasi sexual images of coconut covered 'melons' and a brilliant lamp covering a brilliant smile in a very comical way. The add suggests that your happy smile be as bright as a 60 watt bulb. Something we, as the viewer/consumer, are willing to accept by Sheree nature of the whimsical ad.

This commercial piece with a stern looking male delivers the ultimate proof that his shave is super smooth. Two babies held by scientists smile ear to ear rather than cry as one would expect. They would if their proverbial baby smooth butts were rubbed against anything less smooth. Being that a scruffy face is seen by many as an impairment to popular social interaction, the double exposure to happy baby butts will be accepted by most as ultimate proof.

:: Negative ::

In this piece for Cantonfair representing China Import and Export Fair, an ant surrounded by Sugar cubes is intended to invoke images of business appetite and overwhelming possibilities. However, in light of recent Melamine scandals in China as well as other scandals involving food products. My first association is that of tainted sugar, potentially another tainted agricultural product. Another association with Polio vaccine is particularly administered by adding a drop to a sugar cube to make it palatable. While it provides protection to most, it causes severe reaction in some such as death and even polio itself. While the association of such a small product such as sugar, and appetite is obvious the thinking mind conjures up images of food tampering and extreme caution.

Old Spice attempts to set itself apart with a trend setting product which, in this ad, is a soap bar substitute. Unfortunately, my personal association with old spice while looking at this photo is that of uncouth roommates with filthy habits. They are the only ones I have seen use this product before. I can easily visualize this trend setting substitute bar set-up half opened and spilled next to a filthy toilet in a nasty Hollywood apartment. This effectively negates the effort of wanting to purchase such a product.

Spa treatments are typically associated with soothing elements such as mud baths, warm water, and salts. Opposite to that would be disturbing images that in some arouse basic primal fears. These could be with fire, spiders, and most of all snakes. This is a piece for a spa treatment in Northern Israel where snakes of different variety are placed along the back of the client in order to give them relaxing sensations. Only the most cerebral could make the psychological jump to find soothing salvation in overcoming primal fears.