chez moi: visual communiqué
just testing to see if special characters can be put here éñåæâ
was talking about advertising the other day. thought i'd share some of my bg regarding the topic.
i entered UP at the turn of the last decade (tama ba yun? basta student number 90) and i majored in advertising under the college of fine arts. but they didn't call it that. instead, they called it visual communication. but that made me wonder if advertising was all about visuals. at that time, the program dictated that yes, visuals are the primary thing. but i begged to disagree. well, anyway, i still stuck with the course for a few more sems until, in my first sem as a junior, i decided to transfer. and on my second sem that year, i decided to major in film instead.
why the change of heart? first, because i wasn't sold on the idea that i have to be the best illustrator in the world in order to be a good advertiser. maybe conceptualizer or visualizer, puwede pa. dapat nga ganun, pero hindi. look at the industry now. computers run the game. you can create great graphics using technology, kahit hindi ganun kaganda ang pulso mo sa pag-draw. look at what happened to justin sa queer as folk, magaling siyang mag-conceptualize at mag-visualize kahit nagka-defect yung kamay niya because of the gay-bashing accident.
plus another thing, they were teaching it as a business, from the business-side lagi. market-based approach, kumbaga. i somehow resented that. i thought i was in the college of fine arts. hindi fine yung art of teaching nila. or maybe i just had sucky profs. well, yeah, that, too, i guess. kaya when we were taught photography, i immediately loved it. it's better to find the art in something and try to capture it rather than creating it from scratch. and then, of course, i discovered the moving pictures when i was in third year. mas dynamic yung artform na yun. and that's when i realized that i was in the wrong course. so off to film i go, or went. but that's another entry.
during our internship naman sa film, we had the choice of choosing where to have it, sa advertising world, film or tv industry. i chose 25% sa ads din and 75% sa film. it was a good experience. i stayed for a month at production village in makati. i met and trained with a prodution manager and assisted a director in editing a tvc, among other things. it was cool. pero dun ko na nakita yung tinuturo nila sa fine arts. advertising was really a business, first and foremost. cut-throat, and soulless, even if their end products wanted to exude a soulful message. hirap lalo na when you\'re shooting and the know-it-all clients are there watching the shoot -- too many cooks spoil the broth. it was then i understood why that phrase was coined. maybe the one who coined it worked in advertising.
somehow, i realized that perhaps the art in advertising can only be appreciated when you look at the finished product from a very, very far distance, you know what i mean, that you get to appreciate the end product if you totally obliterate/disregard the process from which it was born. like nung nanood kami nung '96 nung traveling ad compilation show created by this french guy sa folk arts theater. this french guy started collecting the best tvcs in the world and archives them somewhere in france, parang library of congress of ads. and every year, he selects some from the collection and brings it around the world for a show. that was really cool. i got to appreciate ads when it was presented that way. i believe may art naman talaga sa ads, to a certain extent, like i believe may art din sa mga music videos...but again, that is another entry.
was talking about advertising the other day. thought i'd share some of my bg regarding the topic.
i entered UP at the turn of the last decade (tama ba yun? basta student number 90) and i majored in advertising under the college of fine arts. but they didn't call it that. instead, they called it visual communication. but that made me wonder if advertising was all about visuals. at that time, the program dictated that yes, visuals are the primary thing. but i begged to disagree. well, anyway, i still stuck with the course for a few more sems until, in my first sem as a junior, i decided to transfer. and on my second sem that year, i decided to major in film instead.
why the change of heart? first, because i wasn't sold on the idea that i have to be the best illustrator in the world in order to be a good advertiser. maybe conceptualizer or visualizer, puwede pa. dapat nga ganun, pero hindi. look at the industry now. computers run the game. you can create great graphics using technology, kahit hindi ganun kaganda ang pulso mo sa pag-draw. look at what happened to justin sa queer as folk, magaling siyang mag-conceptualize at mag-visualize kahit nagka-defect yung kamay niya because of the gay-bashing accident.
plus another thing, they were teaching it as a business, from the business-side lagi. market-based approach, kumbaga. i somehow resented that. i thought i was in the college of fine arts. hindi fine yung art of teaching nila. or maybe i just had sucky profs. well, yeah, that, too, i guess. kaya when we were taught photography, i immediately loved it. it's better to find the art in something and try to capture it rather than creating it from scratch. and then, of course, i discovered the moving pictures when i was in third year. mas dynamic yung artform na yun. and that's when i realized that i was in the wrong course. so off to film i go, or went. but that's another entry.
during our internship naman sa film, we had the choice of choosing where to have it, sa advertising world, film or tv industry. i chose 25% sa ads din and 75% sa film. it was a good experience. i stayed for a month at production village in makati. i met and trained with a prodution manager and assisted a director in editing a tvc, among other things. it was cool. pero dun ko na nakita yung tinuturo nila sa fine arts. advertising was really a business, first and foremost. cut-throat, and soulless, even if their end products wanted to exude a soulful message. hirap lalo na when you\'re shooting and the know-it-all clients are there watching the shoot -- too many cooks spoil the broth. it was then i understood why that phrase was coined. maybe the one who coined it worked in advertising.
somehow, i realized that perhaps the art in advertising can only be appreciated when you look at the finished product from a very, very far distance, you know what i mean, that you get to appreciate the end product if you totally obliterate/disregard the process from which it was born. like nung nanood kami nung '96 nung traveling ad compilation show created by this french guy sa folk arts theater. this french guy started collecting the best tvcs in the world and archives them somewhere in france, parang library of congress of ads. and every year, he selects some from the collection and brings it around the world for a show. that was really cool. i got to appreciate ads when it was presented that way. i believe may art naman talaga sa ads, to a certain extent, like i believe may art din sa mga music videos...but again, that is another entry.
posted by libay at 11:25 PM
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