“The situation into which the product of mechanical reproduction can be brought may not touch the actual work of art, yet the quality of its presence is always depreciated.” (Walter Benjamin, “The Work of Art in the Age of Mechanical Reproduction," Section II)
The Mona Lisa (Leonardo Da Vinci, circa 1503) (and its circulation in popular culture) is illustrative of Benjamin’s argument regarding the status of the artwork in the age of mechanical reproduction. I’ve posted an image of the original painting along with one of its more recent cultural manifestations.* Describe one way the meanings associated with the original painting effect the product being sold. Provide one example of how the ad’s use of digital technology changes the meaning of the original (for instance, in this ad, how do we interpret her famous smile?) Comparing this advertisement to the Mona Lisas made by modern artists of the Dada and Surrealist movements (Below Marcel Duchamp, L.H.O.O.Q., 1919), what does the ad suggest about our society’s ideas and beliefs about beauty?
*The text at the bottom of the ad reads: “Pantene Time Renewal. Restores age-damaged hair.”
The aura of the orginal Mona Lisa is one of awe, interpretation and study. What makes the Mona Lisa a very intregging painting is that her smile is so undefined. Most people can't tell if it s a smile or a grin. The contraversy makes it such a well know piece that it makes the add very bold. What its saying is that the painting is old and Mona Lisa hair is old, so if you use Pantene your hair will be rejuevinated. Also the painting is so well burnt into peoples minds that when they see this recreation of it theyt stop and look at it becasue its not acurate to the orginal. The way this ad changes the meaning is that now Mona Lisa has health new hair and that she's smiling because her hair is beautiful. This add also take awat from the prestigue. I think mechanical reproduction can be good but it also can be bad for art for the reasi=ons that I list above.
ReplyDeleteMitchel DeSantis
ReplyDeleteFilm 114: Sec 807
Response to Blog Post #1
In this blog post we are asked to respond to the two different images of the Mona Lisa by non other than Leonardo Da Vinci. The Mona Lisa is perhaps one if not the most famous paintings in human history. It is physically impossible to go threw your own life with out seeing this image hundreds and hundreds of times (I think back to the city of Eau Claire which actually has the image painted on the side of several downtown buildings). The blog post shows two images of the Mona Lisa, one is a photo of the original and the other is a modern manipulation of the famous painting used in an advertisement. The written part of the blog starts with a quote from famous art critic Walter Benjamin on the work of art in an age of mechanical reproduction. In his quote he speaks that art is reproduced so much in this age and era that it almost destroys the beauty of the original physical work of art.
The blog then asks us to descried one way the meaning of the original painting effect the product being sold. My response is simple; the Mona Lisa is one of the most famous works of art created by man. It is an image that the average person sees hundreds of times in his or her lifetimes. The image of the Mona Lisa will stick out to just about all people as someone of mystery and beauty, by using her to advertise shampoo by digitally manipulating her hair to become sexy it tells the average person that perhaps this product is timeless. That men and women have had the desire to look sexy even back in Da Vinci times.
Though that is was the image that was being advertised it is not the meaning of the original painting. The original painting was supposed to strike beauty and mystery via the Mona Lisa’s smile but after digital technology the “mystery” of the smile is solved with the help of Pantene shampoo the smile becomes “seductive” and “sexy.” The ad directly reflects our society’s beliefs about beauty. In today’s world its important to be “sexy” and unfortunately no one wants to see the Mona Lisa have a “good personality.” Though I hate to admit it, its great marketing, it is also the literal definition of what Walter Benjamin feared with the future of art.
Chelsey Dequaine Film 114-807
ReplyDeleteNow for me, to break down the denotative meaning for the image is a woman who has natural beauty and an inviting aura, wearing clothes that do not need to be high fashion or the best brand names and is still showstopping. The connotative meanings to me are purity, maternal, pride, a little shy, but mostly timeless and classical. That is what this piece is, timeless. No matter what year you see the Mona Lisa she will still be sitting there properly, smiling. So as a result, it was very smart for Pantene to work off of this painting for their advertisement because every woman wants to be timeless and classy, and blow the world away with their smile in the simplest way. When a female looks at the Pantene ad, she will feel natural beauty with a head full of healthy, thick hair. For the age group that is as old as the Mona Lisa (haha) those women will find the humor and realize that maybe it’s time for them to do a little something for their appearance, and why not start with getting healthier hair?
Clearly the use of digital technology changes the meanings of the original piece. The new ads have cult value, that just after seeing so many forms of the Mona Lisa, the original starts to fade in my mind from its meaning. The aura that is felt from the original Mona Lisa is completely changed from these new pieces. These ads only suggest that beauty is no longer what’s on the inside. Now we see that Mona Lisa’s hair revived and who cares about her personality or her aura for that matter, she has great hair. What’s next? Plastic surgery for Mona?
Mike Gerlach
ReplyDeleteI always wished I could have a feeling of the original Mona Lisa's aura. I know that can never happen, because even if I were to go to the Louvre to see it, it would be just "the original". However, having it "perverted" in the way that the Pantene ad does only depreciates this aura in a different way. At the same time, there is something to be said of the ad having its own new aura. It takes into account, of course, the significance of the Mona, but at the same time, offers us a new piece of art.
However, as someone else said earlier, it does provide a pretty decent commentary on our societal values. The ad suggests that younger is always more interesting, and a youthful appearance is something to strive for. If you're not young enough looking, change your hair. It's that easy.
The way that the product being sold is effected by Mona Lisa's aura is by our first reaction. We turn the page in out magazine and our first thought is "Oh it's the Mona Lisa" but then our secondary reaction is "Wait a minute something is different". We then proceed to investigate the difference and come across that her hair is much bigger and fuller. We then proceed to find out "why" this painting we know so well has been changed. Once we realize why we think it's funny and the product is now carved into our minds. All of this has spawned from our first recognition of the Mona Lisa
ReplyDeleteI'm not sure I quite understand the second question, but Ill take a shot at it. The first thing I noticed above when the two Mona Lisa's were next to each other was ow much clearer and vibrant the advertisement was. I tend to have an eye for tat kind of stuff so I looked deeper and found that the advertisement had clearly been added to far beyond the volumizing of her hair. I think the only reason this made it look better is because we knew the original so well . Then when we see the original we have a deeper respect for it because we know were looking at the real mona lisa.
For centuries the Mona Lisa has been interpreted in several ways. Overall her nature has always been mysterious, and to some extent misleading. The Mona Lisa probably being one of the most recognizable pieces of all time, it is to no surprise that other artists would manipulate this piece to use it to their modern advantage. In this case the Pantene brand uses the Mona Lisa in a humorous aspect. Implying that the painting itself is very old, with the shampoo Mona Lisa can "restore" her hair and further damages. Another way we can see how this ad is being related to the painting is the product. The product does state it is for hair restoration and to fix further damages, but for who? It is a well known fact that the sex of Mona Lisa has been critiqued for ages, and even though most people assume she is a women there is still room for believing she could be a man. Hence, this product could be used for both man and women.
ReplyDeleteLooking further into Marcel Duchamp’s piece from the Dada period we see his mockery of the Mona Lisa. The Dada period was mainly a time period for art where artists like Marcel took the next step, and did the complete opposite of what other artists were doing for centuries. Artists like him completely diminished the idea of beauty, and simply created pieces that had no direct or indirect meanings to other pieces of art. In this case Marcel created his own version of the Mona Lisa, added a mustache, and a derogatory term on the bottom. For the mere purpose of defeating the original aura of the piece, and to bring out a different side of the way people were viewing art. Almost to represent a perspective in seeing that pieces like the Mona Lisa held no beauty at all. Overall from movements like the Dada period to this modern take of the Mona Lisa by Pantene we can understand society visualizes beauty with humor, and that the idea of beauty has been replaced with a more materialistic value.
Our society is obsessed with appearance. Both from a health standpoint and an aesthetic one. And by the looks of this advertisement even the Mona Lisa is fair game. The Mona Lisa is an incredibly easily recognizable piece of artwork that demands a certain respect. Since the first person gazed upon this painting years ago it has been held as one of the most powerfully beautiful paintings in the history of humankind. This advertisement, however, chooses to play on the concept that while the Mona Lisa is beautiful she's outdated and frankly a bit old. With Pantene Time Renewal, however, even the Mona Lisa's hair can be more beautiful than ever. It almost makes a mockery of what is an incredible piece of artwork. The original, I would imagine since I have never seen it in person, resonates a powerful sense of poise and beauty. This ad, however entertaining, greatly diminishes the profound respect and awe the audience is intended to feel from the original. Playing devils advocate for a moment however, this ad isn't easily forgettable. And due to the almost comedic value, the ad was probably successful.
ReplyDeleteWell, I think the the cultural modification of the Mona Lisa by Leonardo Da Vinci as in this case is a obvious example of what we see as beautiful in today's society (since the Mona Lisa is a comparison of what was once beautiful in the old world). The original is affected with the old saying "Out with old and in with the new". When the original painting was altered, it was changed to appear as if the famous Mona Lisa had used the shampoo that was being advertised, thus giving her hair this wonderful look that they've promised comes with the product. In a humorous take, they may be implying that smile is all a part of her being impressed by her new hair.
ReplyDeleteThe Mona Lisa is one of the most famous paintings out there. Very few paintings have been through as much scrutiny and study as it has. The ambiguous expression has given rise to many different theories about the meaning of the painting. Why is she smirking? What secret does she know? Etc. She is also said to be the personification of eternal femininity. She is beautiful and comfortable in her her own skin. Therefore, Pantene chose to use the Mona Lisa for their ad because every women wants to feel comfortable in their skin and they want to feel as though they are timeless and beautiful. Also, because this painting is so well known, people are drawn to it because of the aura of the original. They know the painting, they've seen it since they were a little kid and now they have the ability to embody the image in some way.
ReplyDeleteThe digital technology definitely changed the meaning and aura of the painting. Before the technology she had the ambiguous expression and no one is quite sure how to interpret it. However, when Pantene took hold of the painting, they changed its aura and the uniqueness of the painting and turned it into a parody of itself. Now instead of her smile being unclear we see that it's one of gratification for her new shiny, flowing hair.
Lastly, the ad definitely shows our society's changing beliefs in what is beautiful and that Benjamin was correct when he said the painting would be depreciated. When this painting first came out, it depicted a natural beauty who was confident in her appearance. Yet, in today's society we rely heavily on beauty and this ad shows the shift from natural to materialistic beauty. The ad shows that women should try to be sexy instead of being comfortable and confident in their own bodies.
The original painting is top three most famous paintings ever to grace the planet, with that having been said, Its easy to understand why the company uses it when selling their product. I would project that about ninety three and half percent of the world’s population has seen this painting at least one time in their life, and when associated with this product, the item is positively effected, and given almost a famous or infamous quality when using the Mona Lisa. So in other words, because the Mona Lisa is quite popular, that meaning of famousness, is used to sell the shampoo.
ReplyDeleteThe quote under the remake reads “Pantene Time Renewal. Restores age-damaged hair.” When looking at the original painting, you can really notice the cracked paint of the canvas, and how faded and dull the colors are. So by using photoshop, or any photo editing program, the advertiser was able to manipulate the painting (with the use of digital technology, I.e. the photo editing software) to promote what the ad conveyed in its message, that with the product it reverses age old damage. So in the remake, the hair looks elegant and beautiful, and in the original, its cracked, faded, and lame.
I believe that this ad suggests that natural isn’t the staple of beautiful anymore. The original Mona Lisa obviously has no make-up, her hair is flat and lifeless, and portrays many man like features. With this movement, and in the ad, I believe that this naturalness is no longer able to do justice, and things such as this product can help do that.
Joel Augustine
ReplyDeleteLab 807
Blog Post One: Mechanical Reproduction
With the use of mechanical reproduction we as a viewer no longer need to go and physically see paintings or other art works. We are also able to save these images to create or use them in any way we want to. These things are now possible; but what does that do for the original piece of work? This is just a basic question with several points of argument, and for this we are using the example of the Mona Lisa by Leonardo Da Vinci.
The two examples that are given that show the Mona Lisa is a hair care product from Pantene Time Renewal and from Marcel Duchamp, L.H.O.O.Q. The hair care ad is using the Mona Lisa as a tool of advertising to show that their ad does wonders for your hair when compared to the original. The ad shows that this product can change your flat hair into this luxurious, wavy, shiny hair that you always wanted. Using the Mona Lisa does two things. Since it is well known all over the world, Pantene can sell their product internationally and people know what the original looks like compared to the new ad, which used Pantene on her hair instead.
When comparing the two side by side they show that they have different meanings. The hair advertisement is more about the hair than anything else and they clearly show this with the text, product bottle and the digital editing of the hair. This changes the meaning of the original drastically. In the original we are more focus on the physiology of the imagery in the painting, the use of proportion, and the back ground that Da Vinci provided the viewer. And in the advertisement and Duchamp’s version they seek out the use of societies norm of beauty in two different ways. Pantene shows that we now need their product to enhance our look and with the case for Duchamp, he provided that the Mona Lisa Looks more like a man and added in facial hair to provide his interpretation. This type of reproduction is more common since the twentieth century and as been a way that anyone can use these works from their own use.
Mikayla Husting
ReplyDeleteThe denotative meanings associated with the original Mona Lisa were that she was beautiful and mysterious. The painting is about 500 years old, and styles have changed since then. Pantene uses these ideas to say that Mona Lisa’s hair is “old” and therefore damaged, and that when you use Pantene, it will renew your hair. Pantene may have also thought that by using the Mona Lisa (and digitally changing her hair to be voluminous and flowing), consumers would get the idea that the shampoo may make them beautiful and mysterious, or that Mona Lisa’s “secret” is that she uses Pantene. This ad suggests that today’s society believes that in order to be beautiful, you need to have healthy hair. Having healthy hair is a good thing, but it doesn’t necessarily make you more beautiful.
Casey Riley
ReplyDeleteSection #807
The Mona Lisa is unmistakably one of the most famous and easily recognizable paintings of all time, and it’s this notability that makes it an obvious target for various advertisers. It is a well known fact that fame attracts attention; therefore, Pantene was surely using this painting to draw readers into their advertisement so that they might then, hopefully, consider purchasing their product. While paging through a magazine, the focus is generally put on the various articles and not on the intermixed ads, which are typically just ignored. However, the chances of having the reader actually stop and ponder them are greatly increased when they portray something unusual or strange, such as this digitally altered version of a world-renowned painting. The viewer wouldn’t necessarily be attracted to this ad simply because it depicts The Mona Lisa but more than likely because something isn’t quite right about it. Her newly revitalized, voluptuous hairstyle, glowing tan, and refreshed wardrobe and backdrop all combine to heighten our curiosity as to the maker of such change. Then, upon further investigation, we notice the caption at the bottom of the page and sort of chuckle at this clever parody. The image is now likely engraved in our minds in association with the Pantene brand, so that if we haven’t already decided to try this miraculous product, the image will surely be roused next time we find ourselves browsing the hair care aisle. Mission accomplished!
Not only was the image visually altered, but the ambiguous meaning which The Mona Lisa typically evokes also changed greatly. The woman’s natural beauty and questionable grin were conformed to fit America’s universal idea of feminine beauty which is highly artificial and provocative. This stereotype invites woman in by convincing them that such beauty is attainable by using this product.
The overall reaction the the usually spellbinding painting that is the Mona Lisa is severely changed. While most of the original painting painting remains intact, the "soul" of it is no longer there. It is no longer faded, and more obviously, her hair has been altered to look "better." The main attraction of the add isn't the Pantene, it's the Mona Lisa, obviously. People will be more drawn into an advertisement if it contains the most recognizable piece of art known, even if it has been altered. Aside the from the hair, the painting has been "modernized" in other ways. Mona Lisa seems much more tan in this ad, and you know that just everyone loves to be tan nowadays. By doing this we are to think that the Pantene is what makes her so beautiful, taking away the essence and natural beauty of the original.
ReplyDeleteThe ad changes the original meaning of the painting by editing with the use of digital technology. There is an aura that goes along with the original Mona Lisa painting. Having been privileged enough to stand in the presence of this painting and feel the aura it gives off, it is easy to say that. The ad gives off the impression that she is pleased with her new hair and that beauty is everything, especially in todays society.
ReplyDeleteThe ad suggests that beauty is not only prevalent and needed in society, but subliminally, that it is no longer "in the eye of the beholder." To restore your old self and become young again, and to look beautiful is everything nowadays. The norms of beauty sadly change as time progresses, and the ad is jokingly trying to say that the Mona Lisa is aged and needs a makeover. The ad conforms the look of the old Mona Lisa to a more modern look, and therefore gives it a different meaning. Having the most recognizable painting in the world as part of the ad is going to draw attraction to it.
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ReplyDeleteThe original meaning of this painting is altered with some sort of image editing technology. I think the original value that it holds is taken from it. If a person saw the photo for the first time and had not known of the Mona Lisa prior to seeing it then they would not have guessed the real age of it. The old rustic look gives off a different emotion than the "new age" picture. The changes makes it look more "modern," closer to what a woman may look like today. Most modern ads today have "beautiful" models in them with full thick hair and tan complexion to attract attention. Her smile makes it seem as if she is happy with her hair. It makes the viewer believe they will also be happy and satisfied with their hair if they use Pantene. Overall, the new and "improved" image takes away from the true meaning of the Mona Lisa and it promotes a new more modern meaning.
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ReplyDeleteJames Lytle
ReplyDeleteSection #807
One way in which the meanings associated with the original painting are used to sell the product is the beauty myth as mentioned in the Sturken and Cartwright's text, page 21. Although this may not be the beauty myth as far as "certain body types and shapes", the ritualistic perspective of this image is regarded to celebrate the beauty of Mona Lisa. By suggesting the Mona Lisa's beauty is restored through the use of their product, one can assume that they also will acquire this timeless and mythical beauty.
Another way the meaning of the original image is changed is through the digital technology of photo manipulation. Clearly, one can see that the manipulated image has Mona Lisa's hair done in a way that would be considered stylish and beautiful by modern standards. The original meaning of the image was to celebrate the beauty of Mona Lisa as da Vinci had interpreted it. By imposing a modern hairstyle onto the archaic image and claiming it to have 'restored aged and damaged hair' it not only goes to say that the original image is in need of a tune up, but even suggests that the original hairstyle was and outdated or an unintended suggestion for beauty. Thus, the original mythical and ritualistic association for Mona Lisa's beauty is diminished.
Beauty, as Marcel Duchamp may argue, is relative to a societies ideas and beliefs. The long propagated image of the Mona Lisa has set a sort of cultural standard by which all others are judged. Marcel Duchamp's image suggests another perspective that could have been the cultural benchmark. Likewise, the hair product advertisement also wishes to curb this ideal of beauty. It goes to suggest that maybe not lacking split ends, dried hair, and sheen, are attributes of beauty in our society today.
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Ad companies love to cash in on the popularity of art and use a popular image to their advantage. In the case of Da Vinci's "Mona Lisa", Pantene wants to play off of the Mona Lisa because not only is she one of the most famous faces one can recognize, she is also one of the oldest, which plays perfectly into their ad campaign about "restoring age-damaged hair". Her simply good looks are something most women can relate to. Her plain look appeals to a wider audience than a radiant beauty would.
ReplyDeleteThe meaning is also changed by changing the image in itself. They [Pantene] changed the Mona Lisa's boring, flat hair and added bounce and a silky look. Her famous smile is, though left the same, changed because the use of the image has changed. Before, her smile had many, many different interpretations. Now, with this edit, her smile is meant to show her content with her new look, her new hair or maybe the Pantene product in general.
Beauty is different for every person, and I think artists like L.H.O.O.Q. felt the same way. The Mona Lisa is considered to be a beautifully plain woman, so by him drawing a fun little mustache on it, he's saying that just because everyone says she's beautiful, doesn't make it true. Maybe he's trying to say how easily one can be altered to look not so appealing and that the world is too fascinated by what makes someone, or something beautiful and doesn't just take it for what it is. Over analysis of something like beauty can lead to a skewered viewpoint of it.
The Mona Lisa as a painting is known world wide. It has become recognized as an icon of art to our age and time and all from when it came to be. Not much is known about the painting who it is, what it's about, or if it's even a female. The digital reconstruction of this painting has a similar effect on multiple levels of brain activity. One is that such as how subliminal messages were used back in the day where something odd is changed that is recognized right away, such as her hair being volumized. This "woman" has been discussed for quite some time and the one thing recognized is that it's not a beautiful princess but probably more of a common villager, so the company selling this product are able to beautify a normal woman into a more attractive person. The eye is drawn to the newly rendered hair and shows off how even that old of hair can be changed and kept in mind. Society views beauty as how much effort and confidence is put into something. Such as in the ways Sean Connery got women not by looks but confidence.
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