avant-garde task

Avant-garde with reference to design refers to apiece that is innovative, provocative and has the ability to question the socially excepted norm and a result highlight reality and change the way people think.

The image above, is from a company called adbusters, there are renowned for taking interesting and innovative approaches to advertising. They take the realities of society and highlight them, unlike the false hope given to use by the norm. They use a shocking delivery to alter consumer perceptions and go against what the brand, in this case Calvin Klein try and portray. The image above is a prime example of this; Adbusters demonstrate a use of shock and humor. In the standard adverts from Calvin Klein the consumer expects to see beauty weather in male or female form. As a result of this beauty, it gives a false hope to the consumer, that they, as a result of buying this product will intern have this perfect lifestyle or body.  The Adbusters image allows the on looker to see the truth and alters the image of perfection and gives a sense of reality to the consumer. This demonstrates avant-garde design at its best, using innovative means to highlight realities and change people perceptions of the brand as a whole.

The image above is another strong example of avant-garde design. Absolute vodka, as a brand is recognized to be glamorous and gives the consumer image of class.  As it is an alcohol product it also gives has the association with fun, and having a good time. This advert again like the Calvin Klien ones, give a sense of reality to the consumer. With the re branded advert reading “absolute impotence”. It highlights the reality that if you drink it to much it will affect your sexual performance, something that no man wants. This will undoubtedly effect the consumer perception of the brand and highlights the effects of drinking something that is normally not thought about twice, in the pursuit of fun and happiness.  This is again is an innovative and provocative image, that changes the ideals and perceptions of drinking. Avant-garde design in there to provoke a reaction and change the ideals of a certain topic, and this is obvious in these two images.