Introduction
Collect the advertising slogans of ocean-themed products, read them in a whispering voice, and record them into an audio file. The audio will be hidden inside a conch shell. Viewers can pick up the shell to listen to the sound within.
Concept and Background Research
In Chinese classical aesthetics, the concept of "the image beyond the image" emphasizes evoking the viewer’s imagination through concrete descriptions, transcending the physical representation of objects to reach deeper emotional and philosophical realms. In this tradition, each image carries not only its own meaning but also a rich emotional and spiritual connotation. Modern consumer society mirrors this aesthetic concept: each product can be seen as an image, surpassing its material attributes and symbolizing a higher value or spiritual pursuit. A collection of products as a group of images forms a unique "consumption landscape," immersing consumers and evoking emotional resonance. This is the essence of the modern "society of the spectacle."
French sociologist Jean Baudrillard introduced the concept of "hyperreality" in his theory of simulacra. In this simulated society created by mass media, commodities are no longer just their physical forms; they become "hyperreal" objects imbued with strong symbolic meaning. For example, products like mobile phones, jewelry, and perfume are no longer merely practical items; they are associated with images of the ocean, luxury, romance, and other meanings. Through advertisements, packaging, branding, and other elements, these products form a cultural symbol that transcends materiality. Our perception of these products is no longer limited to their function but also includes the spiritual values they represent.
Baudrillard pointed out that the world we live in is a "simulated world" made up of media and symbols. Just like when we pick up a conch shell, we habitually believe we can hear the sound of the ocean, even though we know it is just noise created by the hollow space. In the consumer society, we similarly believe in the symbols and meanings that these products convey, even if these symbols do not have a true existence, yet they strongly influence our behavior and emotions.
Advertising Slogan Examples
AQVA POUR HOMME MARINE is an invigorating marine fragrance that immerses you in an adventurous journey through a world of water, bringing new vitality and a fresh aura to the AQVA men’s fragrance line, radiating an energetic scent. This fragrance has a unique olfactory character, designed specifically for men with personality and individuality. The rich, confident base notes blend perfectly with the raw elements of nature, while also expressing a deep respect for the powerful forces of the ocean and an appreciation for its noble, profound beauty. It is like releasing a man's steadfast and free-spirited soul from the tumultuous waves, filled with deep energy.
[OPPO Reno6 Series]
When the early summer sunlight meets the shimmering sea,
That is the summer clear sea in our eyes.
The OPPO Reno series, in collaboration with Zhou Dongyu, brings the summer sea breeze to help you capture a whole summer of moments, with vibrant and youthful portrait videos.
In my eyes, you shine brightly.
