“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.”
Leyton Schiebel
ReplyDeleteFilm 114-40305
The Mona Lisa has much tradition and lore, and is one of the world's most renown paintings; altering it being either blasphemy or a 'given' depending on how you look at it. It's been so reproduced since the age of well.. Mechanical Reproduction (theorist Walter Benjamin) that although the mass reproduction of it decreases its cult value due to sheer accessibility today, it holds so much meaning and recognition from the world now that its fame is equally good. The Mona Lisa for example, is said to have been a painting that acted as a sort mythic quintessence of eternal femininity. Her faint, little smile and peaceful naked-looking face shows da Vincci's understanding of human nature and eternity, the way she looks as if she's almost welcoming viewers to her serene, silent communication.
As Benjamin states, an original piece of art is considered to be unique, ideal, eternal, and one that holds truth. Therefore the original meaning effects the meaning of the Pantene Lisa, because she is normally meek and average looking, making the luscious Pantene version of Lisa a step up above the original. This unfortunately, directly dulls down the original Lisa's aura and mystique. The use of digital technology like that used by Pantene makes Lisa's smile seem more seductive with the addition of her new do, totally altering her famous sweet smile. This suggests in our society that beauty isn't just the mystery in a woman's secret smile, but aesthetically, her voluminous hair and luscious assets i.e. materialism. Even Andy Warhol created prints of the Mona Lisa to try and make her another chimerical icon like Elvis Presley. We've got the dream machine for it now, don't we? But sometimes computer/digital altering can go too far, and deface a once-beloved piece of time and expression..
Brittany Curran
ReplyDelete40305 (Lab 806)
Nearly everybody can recognize the image of the Mona Lisa. Pantene used this fact to the company’s advantage in an advertisement for its product Pantene Time Renewal. One way the original meaning of the painting (the Mona Lisa) affects the product being sold (Pantene Time Renewal) is the fact that the original work of art is infamous. Since everyone recognizes the image of the Mona Lisa, they can instantly connect to this advertisement. The Mona Lisa has been around for a very long time, so the image of this work of art bestows its timelessness to the product the advertisement is selling.
According to Sturken and Cartwright in the book Practices of Looking, “the smile of the Mona Lisa has been described as demurely feminine and coy” (198). The digital technology used to create the Pantene advertisement alters the original image by giving the woman shiny, voluminous hair, which consequently alters the meaning of the original work of art. The woman’s smile now implies that she is happy because her “age-damaged hair” has been repaired; her hair is gorgeous and youthful. Whereas in the original work of art, the Mona Lisa seems to be coyly hiding some sort of secret, the observer of the Pantene ad can assume that the woman is smiling because she has beautifully restored hair. The reason behind her smile becomes obvious.
The Pantene advertisement suggests that old and “age-damaged” is just not good enough. According to the advertisement, shiny, voluminous hair is beautiful. On the other hand, Marcel Duchamp’s rendition of the Mona Lisa, entitled L.H.O.O.Q., mocks society’s conventional idea of beauty and art. Duchamp drew a mustache and goatee on the infamous image to teasingly disrespect society’s worship of antique pieces of art.
Emily Mello
ReplyDelete40305-806
The Mona Lisa's timeless and eternal beauty suggest that Pantene's Time-Renewal product will enhance even the most renowned works of art (or hair). The advertisement attempts to capture the aura of the painting in a way that increases their product's value. As Walter Benjamin suggests, this, however, decreases the original painting's cult value in that it is viewed as a commmercial icon, rather than a classic work of art. With the technological adaptations to the piece we now see a new connotative meaning to the original. Once considered mysterious and engaging, the reproduction reveals Mona Lisa's physical potential to be more than an innocent, bare face, and slight smile. The enhancements made to her hair suggest that simplicity is not enough to satisfy society's standards of beauty, thus, diminishing her purity.
Maria Pretzl
ReplyDeleteLab 806
The Mona Lisa is one of Da Vinci's most famous paintings. The beauty of the painting is timeless. The Mona Lisa is one of the most reproduced paintings and appears in many ads.
The most iconic part of the Mona Lisa is her smile. The question that almost everyone asks is, "What does her smile mean?" The smile is often described as "enigmatic" or mysterious. Part of the genius of the painting is the smile can mean different things to different people. Like ink blot tests, the viewer can project their own feelings onto the smile. When used in the ads, the advertiser is projecting what he/she wants the viewer to feel. For example, when used in the Pantene ad, the smile is suggesting that she is happy because her hair is beautiful again. As for L.H.O.O.Q., like it says in S&C, "Here, Duchamp quite clearly recodes that smile as sexual with the implication that Mona Lisa harbors sexual urges that are revealed in her smile" (198). When someone else is interpreting the smile for us, like Walter Benjamin argues, it diminishes its original beauty and value.
The Mona Lisa is the gold standard of oil painting and beauty. Da Vinci's attention to detail, shading and light is remarkable. I think it suggests that every woman can be beautiful. But when it's reproduced for ads it loses some of that original beauty. When used in ads for beauty products, it suggests that a woman needs to use these products if she wants to be beautiful and happy. For example when used in the Pantine ad, it suggests that if a woman has healthy, shiny hair, she is beautiful. As for L.H.O.O.Q. drawing a mustache on the Mona Lisa, turns it into a mockery or a satire. It really is glorified graffiti, I mean even I, someone who has hardly any drawing talent can draw a mustache on a picture! (But I wouldn't do it on a famous painting). The idea is unoriginal and greatly diminishes her beauty.
David Chromy
ReplyDelete806
The meaning of the Mona Lisa is easily one of the most arguable things of all time. Some think she is happy, some think she is mournful, and some even think Da Vinci simply painted himself as a woman. But the view I agree with most is the idea of the realization of happiness. You see, as I stared at the original image I noticed something about the way her smile was painted. It looked like her face should have been moving, like she should be completing the smile that signifies happiness in any culture around the world. This is the factor that carries over to the recreation: the feeling of the realization of one's own happiness. If buying Pantene will give you this feeling, surely you will buy it. That's how the ad companies view it anyway.
Now, I don't think I need to point out the difference in the hair, but what I will point out is how it changes the meaning of the image. In the original, the Mona Lisa seems to be directing her smile at us, her viewers (or at Da Vinci). This is what changes in the recreation. With the addition of the new hair, the Mona Lisa looks to be smiling into a mirror at her own image. She is happy about how she looks, and we will be too if we buy Pantene.
Frank Wachter
ReplyDeleteFilm 114 - 806
The Mono Lisa is one of the most recognizable paintings in the world Known for her smile and her beauty. Mona Lisa’s worldwide fame came from mechanical reproduction. The ability to produce an image onto anything from hats to umbrellas. In the original painting we see that the Mona Lisa has a sweet indecent look and smile. When we look at the Pantene ad She is transformed into more attractive women and brings her into the twenty first century. Through the use of digital technology we can change the meaning of the Mona Lisa from sweet and indecent to a more sexually attractive. Are views on what is beautiful is constantly changing and although Mona Lisa was an attractive women during her times she doesn’t quite fit are standards today. In the ad Pentane is trying to show that Mona Lisa’s hair isn’t beautiful and Pentane hair products will restore her hair. The ad shows that today we view beauty differently from when the Mona Lisa was painted.
Alex Maring
ReplyDeleteFilm 114-401
The Mona Lisa is regarded as one of the most famous paintings of all time. Her smile can be interpreted in many ways. Her smile is described as enigmatic which causes different interpretations. The Pantene ad completely changes the meaning of the Mona Lisa's smile.
The ad displays the Mona Lisa as happy because of her beautiful new hairdo. The painting is put into the ad because it is likely to get recognized. By creating the ad with the Mona Lisa, people will want to buy Pantene because the Mona Lisa is shown with the long-flowing black hair, and the original painting is associated with beauty.
The ad suggests that we view beauty as having long-flowing black hair and a beautiful smile. It also suggests that you will look like the Mona Lisa with a goatee unless you use Pantene. By mechanically reproducing the Mona Lisa in this way a different aura is given off. Instead of an aura of beauty and purity you get an aura of beauty for a different reason. The aura being you need Pantene in order to look beautiful.
Rachel Marten
ReplyDeleteSection 806
The idea of the "Mona Lisa" (Leonardo Da Vinci, circa 1503) colliding with the shampoo ad conveys that the product is so powerful that it can even renew Mona Lisa's hair. Mona Lisa represents age and time while the ad connotes newness and beauty. The contrast of these notions gives the product potency.
The use of digital technology causes the painting to lose its value and worth. One can not look at it the same way. She does not even look like the same person. The original evokes simplicity and authenticity. It is a timeless, legendary piece. The ad exudes a fake, commercialized quality. Because the advertiser tries to beautify Mona Lisa, the genuineness of the original is stripped away. Walter Benjamin states it clearly: "Even the most perfect reproduction of a work of art is lacking in one element: its presence in time and space, its unique existence at the place where it happens to be."
The ad suggests that our society has high standards in beauty. It strives for perfection. Society does not accept flaws. It expects something which is impossible.
Vianne Robitaille
ReplyDeleteSection 806
The Mona Lisa is universally known as the painting of a woman with mystical eyes, which was created by Leonardo Da Vinci. Replicated many times, it has become a widely recognizable painting, making it it simple to use for such purposes as advertising. The Pantene ad is able to portray the feeling that Pantene hair products are so fantastic that they are even capable of repairing the hair of a 16th century woman. The smile of the Mona Lisa seems to become a slightly warmer with her new and improved hair and she seems to be somewhat flawless. The ad emanates perfection.
Both modern replicas of the original Mona Lisa are perfect examples of the 'likes and dislikes', so to speak, of society. The hair ad reveals that society prefers a woman with smooth, shiny hair, versus the plain raw aspects of a makeup-less woman. The other advertisement has the ability to subtly poke fun at the artwork. Neither would be able to accomplish any of these messages without the fame that the Mona Lisa has gathered through mass reproduction.
Both advertisements play into Benjamin's idea that a replicated artwork's aura is depleted with each copy. Digital technology most certainly completes this, but in a way, also makes the original painting that much more intense. It allows the original's aura to be intensified as well as more famous among the masses.
Sam Erzberger
ReplyDeleteSection 806
The Mona Lisa is probably one of the most well recognized paintings that we see today. I, personally have seen many depictions of the Mona Lisa in many ways it was not intended. I think that one of the meanings daVinci intended to have in the painting was that the the woman portrayed was an element of mystery. By giving the Mona Lisa nice hair, suddenly the meaning of the picture is changed.
In the original painting, the question arose as to why the Mona Lisa was smiling. I would even be willing to ask whether or not she is smiling or not. However, in the redone work by Pantene, her smile seems more pronounced. She seems to be smiling because she has nicer hair.
By giving the Mona Lisa modern-looking hair, it seems to loose the antique quality the untouched painting had. In the modern painting by the Surrealist Movement seems derogatory to the Mona Lisa, whereas the Pantene add tries to make the Mona Lisa more beautiful on the outside. This is a statement to modern culture because today, beauty is measured by appearance, but perhaps that is what daVinci wanted to take a stab at, and paint this beautiful, but yet mysterious woman.
Stuart Griese
ReplyDeleteSection 806
The meanings of the Mona Lisa vary with the different cult values, however in general one could say that she is associated with beauty and femininity. That is why Pantene chose this work of art to digitally reproduce; they want to ensure their products are associated with the famous Mona Lisa and her aura. However the changes that Pantene made to the photo dramatically effect how people view her and specifically her smile. Pantene enhanced the entire photograph by boosting colors and contrast, giving it a feeling of restoration. They also gave her a brand new head of thick gorgeous hair. These things add to the points they are trying to make about their product, but they also take away from the original Mona Lisa. Pantene has changed how people view the original Mona Lisa by transferring those old views of beauty to the new digitally reproduced version; effectively re-defining what beauty is. Benjamin believed “that the mechanical reproducibility of images change their relationship to rituals of meaning, use, and value in their respective markets” (S&C p199). In this case the reproduction changes the relationship to beauty by implying that their product makes even the beautiful more beautiful.
The Mona Lisa is looked upon as a major achievement of art. It's known for its precision and likeness to a real person. This emphasizes the ad's use of her hair and how it seems more bountiful and playful than in the original. The ad is pointing out that the only thing that was wrong with the painting is her flat hair. The ad reflects on our own society that we are much more superficial than we as a society used to be. The painting is a masterwork because it perfectly captures an average woman with a slight smile. What the ad is inferring is that we need to focus more on the small things such as how well we take care of our hair. The ad also assumes that you as the person reading the ad knows what the mona lisa is. It can also be assumed that nearly all of the people who read this ad will know the mona lisa. It almost takes away from the aura of the painting by lowering its meaning of simplistic beauty to hair care.
ReplyDeleteRyan Allsop
ReplyDeleteFilm 114, Lab 806
In this advertisement they used the very popular and well known painting of ‘Mona Lisa’ to gain the attention of anyone who would look at this advertisement. They used the ‘Mona Lisa’ not only because of how famous the picture is, but also because she is referred to as an older and historic painting. Due to this, they made a newer and more modern painting of the ‘Mona Lisa’ where she has used the shampoo to make her look more sexy and modern. They made the picture look less faded and curled her hair. With this approach in advertising they will grabbed the attention of people to buy their product because it was their product (Pantene) that made the ‘Mona Lisa’ look younger and restore her age.
With modern technology getting more and more advanced, advertisements like this are becoming more common. They are able to edit and change the appearance of the ‘Mona Lisa’ to appeal to modern times. In the article “The work of art in the age of mechanical reproduction” by Walter Benjamin he talks directly to advertisements like this and says, “In principle a work of art has always been reproducible. Man-made artifacts could always be imitated by man… by third parties in the pursuit of gain (732)”. That is exactly what is happening in this article. Pantene is changing the appearance of art for the personal gain of their company and product.
The approach of this advertisement shows the type of culture we live in. Most of the people who would see this advertisement are concerned a lot with their appearance. In this modern world many people are very concerned about how they look and how they can stay looking young. This product infers that if you use this product that it can restore your hair and make you look younger (even if you are hundreds of years old like the ‘Mona Lisa’, because obviously in that picture it worked for her).
Sam Szymborski
ReplyDeletelab 806
Although the mona lisa's smile and expression remain the same within the two paintings, the ad selling the hair product, or whatever its selling, obviously used the painting due to its nature of what it is. The Mona Lisa is a world renoun painting, and is famous for her smile, posture and for being painted by da vinci. The fact that the shampoo company digitally remastered the painting to look particularly nicer and her herself, looked more put together, so to speak. Having done this, it states that the generation we live in depicts beauty due to whatever hair and makeup one is wearing. THe fact of the matter is, the previous statement is ridiculous. The original painting within itself has made its impact on the artistic world, being just what it is. Although the point of the ad was to poke fun at the painting, the point being what we find beautiful, is a little silly within itself. Beauty is the preference of the individual. There may be a general idea of what people find beautiful, which is what the advertisement company is trying to find, but the fact of the matter is beauty comes from an individual.
The Mona Lisa will remain smiling despite what her hair looks like.
Max Wikoff
ReplyDeleteFilm 114 Section 806
The Mona Lisa is perhaps the most famous work of art ever. Not only do people associate it with art as a whole, but to the time period that it was painted in and even as a pop culture icon. Pantene took all of this into account when creating this ad. The fact that it is a comically altered version of something they know should grab people’s attention. Pantene also takes advantage of the association of the Mona Lisa to the period of time it was painted. It’s clearly very old. Therein lies the joke: since their product fixes age-damaged hair, it can fix the Mona Lisa’s extremely “aged” hair.
Digitally altering the painting really takes away the original appeal of the image. Back when this was painted, they had a very different idea of what beauty was, and seeing this image is a very interesting way of seeing that. When this particular alteration occurred, it completely destroyed that appeal, and attempted to turn it into how we view beauty today.
The Mona Lisa is undeniably one of the most recognizable classic works of art in modern society. This very fact alters a consumer's impression of the product being sold. The usage of this widely renown work of art in an ad contributes or generates as a result an overall impression of prestige. As the original themes of the painting are still to this day intact (beauty, prestige etc.) it is an easy way for companies to add these qualities to their add by using such a reproduction. Also, the ambiguity of her smile/expression adds to the versatility of the painting for use in an advertisement. The ambiguity of her smile also alters the meaning however, depending on the context of the ad. Due to the various ways her expression can be interpreted, the context of the ad thus influences the interpretation, changing the meaning and overall impression the painting has/gives.
ReplyDeleteVisible alterations made to an accurate reproduction of the Mona Lisa, for example in the ad above, can show evidence of changing standards in beauty. The accentuated bust, and the increase in the volume of Mona's hair, are examples of changes made in order to cater to today's idea of beauty. It is no doubt an intriguing means of seeing such phenomena.