We are static they are dynamic - until the newspaper is thrown away, the television programme continues or the poster is posted over. Yet despite this, one has the impression that publicity images are continually passing us, like express trains on their way to some distant terminus. Usually it is we who pass the image - walking, travelling, turning a page on the tv screen it is somewhat different but even then we are theoretically the active agent - we can look away, turn down the sound, make some coffee. For example, the fact that these images belong to the moment but speak of the future produces a strange effect which has become so familiar that we scarcely notice it. But we accept the total system of publicity images as we accept an element of climate. A person may notice a particular image or piece of information because it corresponds to some particular interest he has. We are now so accustomed to being addressed by these images that we scarcely notice their total impact.
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