“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.”
Matthew Shaw
ReplyDeleteSection 807
Mona Lisa, one of the most famous, highly known pieces of art ever produced, is recognized as one of the most beautiful pieces ever produced. By using this art to accent Pantene Time Renewal, the add will be highly responsive and recognizable to the viewer. The digitized hair and coloring reverses the effect the original produces. Attempting to use humor in the ad contributes to the loss of value the original provides. Making the "new" version resemble what is seen today as beauty begins to reverse the beauty offered through this painting.
The mechanical age has created a new medium to reproduce such classics and make readily available to whomever may be interested. By simply taking a photograph of a painting, the value is depreciated once viewed on either 5x7 or LCD screen. The image may be circulated through facebook, email or simply shown to some of your friends. Though, it's a great way to remember the experience, it will never compare to actually seeing the real thing.
Niamh O'Neill Culhane
ReplyDeleteSection 807
Leonardo Da Vinci’s Mona Lisa is arguably the most famous masterpiece in the world. Three million people wait for hours outside the Louvre each year in order to see her magnificence in person. However, an advertisement such as Pantene Time Renewal is a perfect example of how the quality of great works of art are depreciated on a daily basis as a result of mechanical reproduction. The original Mona Lisa has always had an aura of mystery around her. In using digital technology to give the Mona Lisa luxurious volumized hair the mystery itself is somewhat lost as the viewer is led to believe her famous smile is merely the shallow result of her updated look. The ad suggests that the beauty that comes from within the Mona Lisa (through her dark eyes and coy smile) is no longer enough to engage the viewer, and she must change with time in order to be considered ‘beautiful’ in todays society. In the age of mechanical reproduction the world may forget what attraction and impressiveness the original Mona Lisa has to offer.
Brian James McGuire
ReplyDeleteSection 807
The Pantene ad darkens the skin of the mysterious Mona and drastically changes and updates her hair style. Pantene, playing upon its overly used and worn image, is obviously drawing our attention to what now appears to be a revitalized and younger Mona, who had become old, dusty and tired.
The Pantene ad contributes to the Mona Lisa's diminishing cult value through the capitalistic use of selling a product. I guess it could be argued that the Mona Lisa's cult value is lost entirely after the digitally changed hair and skin color, along with the Pantene bottle displayed in the lower left corner of the ad, shifts all meaning to that of pure capitalism. In comparison, the Dada and Surrealist use of reproducing the Mona Lisa seemed to play upon its popularity by taking a stab at what had become mundane and outdated. This seems to be more of an attack on the piece, which I suppose could be argued about the Pantene reproduction.
Jessica Knap
ReplyDeleteSection 807
One of the most renowned captivating paintings in all of art history, let alone of general interest, is Leonardo da Vinci’s “Mona Lisa” of the 16th Century. However, like many renowned paintings the “Mona Lisa” replicas can be seen anywhere and everywhere. The public provides replicas to the admiring public for enjoyment, but in reality one cannot experience the true aura given by the piece of artwork by a simple replication. The “Mona Lisa” displays the true beauty of art through the details and the gentle mysterious smile of the “Mona Lisa”, it is more than just a painting or a pictured. Taking into consideration the original age of the 16th Century painting may create the idea or feeling of needing improvement. Mechanical According to Walter Benjamin Mechanical Reproduction represents something new, and by making multiple copies the piece is no longer unique. The advertisement not only destroys the aura with its simplistic humor but also through photographic editing techniques. Digital editing disrupts the essence of time and space, the painting no longer appears old and the hair has a style of current day.
The painting has the appearance of being restored by the product Pantene Time Renewal; the key words Time and Renewal are easily connected with the historically “old” painting. The color appears brighter and the hair clearly “restored” to health; in today’s society the people cannot afford to be “out dated” or “out of style.” Thus, the Cult value changed and no longer exists, but does exist in relation to today’s current style. Societies view of beauty changes with every passing century, let alone every few months or years, regardless of personal preference.
Caroline Jaecks
ReplyDeleteThe Mona Lisa symbolizes realistic beauty, and above all, mystery. Her coveted feminine qualities suit this product perfectly. They are both geared towards a sophisticated female demographic, and the painting's celebrity-like reputation enforces the memorability of the ad.
Technology changed the original painting to make Mona look like she belongs in modern society, conforming her appearance to modern beauty. It also implies the answer to our question, “Why is she smiling slightly?” She now knows the secret to luscious, undamaged and fabulous hair. Her hair is now our hair, and vice versa.
Other interpretations of Mona’s look suit unorthodox styles of art, such as parodies. Drawing on a mustache could imply that beauty is fleeting and alterable. Like the hair product campaign, artists who parody the Mona Lisa are also using her to enforce their own agenda.
The Mona Lisa is one of the most recognizable and iconic pieces of art ever produced, and that makes it very bankable. If every single person on the planet recognizes this image, then you have a huge market that will see the image and relate the two. That being said, the new image has changed the original in several ways. Her skin is more of a "fake tan" color, and the more obvious change of her hair. Pantene has changed the aura of the painting. In the original, I see a fair woman with a faint smile, and for some reason that is beyond me, I feel that there is something amazing here. However, when I look at the updated, prettier Mona Lisa, these feelings are gone. I see a shallow woman who just had a make-over. I see a before/after picture and I appreciate the original image less. The cult value changes, or, has been updated to a more modern feel. It is a shallow attempt to attract the plain looking people of our modern society to purchase this product, and it will make them as beautiful as the Mona Lisa. I think not....
ReplyDeleteKelly Danen
ReplyDeleteSection 807
The Mona Lisa is quite possibly the most renown painting of all time, maybe even the most renown piece of artwork of all time. So it's obviously going to sell, and sell a lot. People know and think “Hey, this is an extremely famous work of art here.” The portraits smile can captivate even the hardest to amuse audiences. And even they recognize it almost immediately, and why? Ironically, because of how often it's reproduced. Luckily, society still values the original piece of work more than the reproduced ones because the original is unique and was crafter through the direct touch and gaze of its creator. (S&C pg 192) The ad almost seems to take away from the meaning of the original because of the miniscule changes that have been made. Instead of focusing on her eyes or other beautiful features, you get distracted by how out of place her hair is. Everything else is “classic” and in order with the time the painting was produced, but the hair is a modern integration. This takes away from the meaning of the original in order to market a product. I would go almost as far as to say that our society believes that beauty is artificial, and only with the right products and treatments can you achieve that beauty.
Derek Dehart
ReplyDeleteSection 807
The original Mona Lisa is one of the most recognizable pieces of artwork in the world today. The marketing people for Pantene knew this, and knew that women looking at the ad would quickly see an identifiable figure, which would catch their eye. The modification to her hair gives off the notion that even something as aged as the Mona Lisa could get revived, renewed, more beautiful hair. The ad gives off the idea that wavy hair is beautiful and when compared to the original Mona Lisa, it is quite obvious that they gave Mona Lisa a tan. It is well known that in today’s society, having a tan is also considered to be more beautiful than a pale body such as the original Mona Lisa has. Also, the interpretation of her smile in the ad is that she is glad that she has beautiful hair once again, “just like you will be, if you buy our shampoo.”
The Dada interpretation pokes fun of the Mona Lisa by giving her facial hair. I think that it was made to show a statement about beauty, since the Mona Lisa has been considered what women should look like by many throughout history. It may be giving off a sort of “beauty is in the eye of the beholder” type statement.