An homage to "Fargo" — one of the landmark movies from the Coen Brothers. Advertising works on the subconscious mind and given that we are driven by 85-95% of our subconscious and only 5-10% of what we do is a conscious decision. Using popular images in a different subtext is always a good technique to involve the viewer. While they try and evaluate how it relates to the original images rooted in their subconscious — they open a channel into it, thus recording your message into this space. There is a science to it and that's what separate the men from the boys. It seems easy to apply this principle but in essence repositioning a popular image from the collective consciousness is treading a very tightrope.
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