“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 technical 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. S&C: 129; also Benjamin, Section XIV), 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.”
23 comments:
One meaning or quality that is usually associated with The Mona Lisa is the painting’s old age, which the advertisement makes a reference to. As it is a 16th century portrait, The Mona Lisa would be an ideal example to model the product’s purpose, to “restore age-damaged hair.” The ad displays a modified version of the famous painting in which the subject of the portrait appears with a different hairstyle. The original subject wears her hair straight while the modified depicts her with hair more curly and bouncy, presumably as a result of using the product. This modification changes one quality of the painting in that it is now more modernized. One may interpret the once ambiguous smile of the original as being satisfied in the modified version based on the "restored" hair. The ad may be suggesting that it is within our better interests to look good and pleasing towards others in public.
Upon looking at the original painting of the Mona Lisa, you can notice certain cracks in the subjects hair, showing that it is dry, crusty and old. However, the advertisement changes this image and shows the Mona Lisa with curly, moist, fresh looking hair. Pantene does a great job at making it seem like their product would change the dry, 'cracking' hair into luscious, restored hair by choosing a very old painting, and editing it to seem young and new. Our society is centered around looking good. Compared to L.H.O.O.Q., a 'masculine' version of the Mona Lisa, the ad's version of the subject looks a greater deal more feminine, flaunting the hair and even better complexion. The ad is trying to show us that women have to maintain themselves (and in the Mona Lisa's case have good hair) in order to seem more feminine and beautiful.
Da Vinci’s Mona Lisa has carried a mysterious theme through hundreds of years. The smile of the famous dame alone has caused numerous discussions between the brightest of scholars. Described as enigmatic and puzzling, the smirk subtly gives the painting a larger identity than the work of art itself. In translation to this modern day representation however, the smile is overlooked and nearly unrecognizable. In context, there rests an almost eerie and unsettling feeling about the piece and its quasi-mystery. Yet, when doctored by modern day technology, the painting is mysterious in a sexual way. Originally, few would find Mona Lisa’s smile or appearance attractive, but with tanner skin, wavy hair, and better color enhancement, the unexplainable qualities of the painting carry a more attractive feel compared to the awkward impression that is given in the original. Overall, Benjamin hits the nail on the head. We may adjust the Mona Lisa to become more attractive by today’s standards, but in doing so, we have created an obtrusive mistake, by creating a hideous version of what many consider a perfect piece of art. By tanning Mrs. Lisa, adding an element of lift to her hair, and more color in general, we are in turn calling her previous form ugly. Even more obvious are depictions made by Duchamp, which reveals her to resemble a bearded man. Overall, Mona Lisa’s “make-over” may be a clever advertisement for some, but for others who appreciate her original beauty, it is an unfortunate reminder of a reproductive world that idealizes flawlessness.
Garrett Katerzynske [Film 114]
The Mona Lisa has an affinity to evoke thoughts of timeless beauty and ambiguity and has stould the test of time by captivating its audiences. Furthermore, the use of classic paintings in advertisements adds certain aspects of tradition and class to the product being sold. In this way, the consumer assumes that they too can acquire such sophistication by purchasing said product.
Through Digital reproduction and alteration of an image its original meaning can either be referenced or changed altogether. Reproducing an image causes it to lose its aura or place in time and space, subsequently the image adapts new meanings based on the norms and mores of the audience observing it. The original image, juxtaposed with the altered, causes the painting to look drab and depressed, while the altered appears refreshed and lively. The smile in the altered version rather than ambiguous, seems to be one of content with the added features our society values to be beautiful (tan complexion and wavy luxurious hair).
In contrast to the previously mentioned reproduction of the Mona Lisa, one such reference as made by Dada artist Duchamp in L.H.O.O.Q. parodys Mona Lisa’s classically conceived beauty by adorning her with facial hair and subletting the painting with “she has a hot ass”. The Mona Lisa, like many images, is seemingly endlessly reproducible for advertisement, esthetic value, or reference.
Zach Cosby (film 114)
The Mona Lisa is one of histories most famous paintings. One of the reasons that it is so special is the fact that it is so old. Since the original picture is so old, one of its most noticeable traits is the old dry cracked look that it has. In the new ad version of it, editing technology has been used to make the picture look more lush and vibrant. They also changed her hair to give it a more beautiful bouncy look to it. Since they kept all of the picture looking relatively old, other than her hair, it draws the viewers eye to her hair. Which is what the ad is trying to sell the viewer. This ad also does a great job off giving the Mona Lisa a more sexy feel to it. Unlike the originals modest look that surrealist artists mocked by giving her a beard and a mustache. In all i think the ad did a great job of using a famous old painting and fitting it into today's commercial expectations. This ad also represents societies new found obsession with beauty and looks. Everyone today wants to be remade to be more beautiful, just like the revision to the Mona Lisa done by the ad.
Dan Gorchynsky
The Mona Lisa is a timeless piece of artwork that almost everyone in the world can identify. She has a beautiful face, intriguing eyes, and flawless facial features which are toned down with her flat, dry looking hair and peasant looking clothes. Looking at the adjoining photo, her hair has been styled and brought up to date to our standards.
To any woman thinking age is a factor muting her looks only has to look at this ad and see what wonders the product has done to this over 200 year old woman. Granted it is a painting, the digital technology make her features stand out more by giving her a more appealing nature with seductive qualities and a different sense of mystery as though she has a secret and knows who you truly are.
Looking at this photo, the ad shows how society views our people truly by their appearance. Yes the original person may be noticed, but in the eyes of the people, a little make-up and hairspray never hurt anyone leading us to believe the stigma that beauty is truly only skin deep.
Everyone knows the Mona Lisa. This is clearly one of the deciding factors in choosing this painting to be a part of a successful advertisement. I don’t think that the “meaning” behind the original (is there really a meaning to the Mona Lisa?) has anything to do with the decision of using this work of art as a selling point.
Clearly, since this is an ad for hair product, the woman’s hair has been digitally improved, and even re-mastered from the original. The ad does the original justice in the light that the hair color is at least fairly consistent, but the hair style is much more flashy and “new age”. The hair in the ad just looks out of place compared to what we are used to seeing in this work.
To me, the minor hint of a smile that appears on her face is slightly more pronounced in the ad version than the original, but not a lot has really changed. I think that they we just trying to make her look a bit happier because her hair looks so nice now after using their product.
Jason Edwards
Film 114
Everyone knows the Mona Lisa. This is clearly one of the deciding factors in choosing this painting to be a part of a successful advertisement. I don’t think that the “meaning” behind the original (is there really a meaning to the Mona Lisa?) has anything to do with the decision of using this work of art as a selling point.
Clearly, since this is an ad for hair product, the woman’s hair has been digitally improved, and even re-mastered from the original. The ad does the original justice in the light that the hair color is at least fairly consistent, but the hair style is much more flashy and “new age”. The hair in the ad just looks out of place compared to what we are used to seeing in this work.
To me, the minor hint of a smile that appears on her face is slightly more pronounced in the ad version than the original, but not a lot has really changed. I think that they we just trying to make her look a bit happier because her hair looks so nice now after using their product.
Jason Edwards
Film 114
The story of the Mona Lisa is surrounded in mystery and has a meaning that can probably only be determined by interpretation. It is said that one of the reasons the Mona Lisa is so enticing has something to do with the way she is smiling. Sporting an outfit that appears to be nothing more than ordinary and hair that seems worn and untouched, there is obviously something more that is drawing audiences to this woman. I think the way they digitally remastered this painting in an attempt to make this woman more beautiful is slightly degrading. The painting is popular for what it is. I don't think making hair look more voluptuous in a piece of animation is going to make people want to buy the product anyway. What I'm getting from this hair product advertisement is that our society is always looking to better our image and they will even go back hundreds of years to prove a point.
Derek Reilly
Film 114
The Mona Lisa is one of the most famous paintings of all time, if not THE most famous. It only makes sense, then, that there would be many copies, parodies, and reinterpretations of it, and this advertisement is only one of many. Because it is so famous, any changes to it, such as wavier, “nicer” hair, or a mustache and goatee, are instantly obvious. This is how the ad works: changing something everyone knows and recognizes into something a little different. In this case, the ad plays on the age of the picture, updating the original’s cracked and scratchy image to give it a much nicer look, and completely changing the hair to give it that wavy, flowing look. This change also affects other aspects of the picture. For instance, her famous smile in the ad seems to be saying something along the lines of “I know the secret to nice hair.” The Duchamp work, L.H.O.O.Q., seems to be taking a different approach than the ad. Instead of making the picture more “beautiful,” as the ad does, Duchamp simply adds comical facial hair, which seems to poke fun at societies definitions and ideas about what it is to be “beautiful.”
William Ingebretsen
The Mona Lisa, being one of the most famous paintings in history, gives off a sense of class and sophistication due to its old age. The company Pantene wants consumers to think that by using their product they too can attain the sense of class and good taste the painting is associated with. The ad takes advantage of the qualities associated with the classic painting while playing it up and giving it a modern twist. By digitally reproducing the painting her once plain and flat hair now becomes full and wavy and her pale skin is darkened. Her famed mysterious smile can now be read as the satisfaction of now having beautifully restored and healthy hair.
Using such a well-known painting may be a clever advertising plan, but in the end it cheapens what the original painting represented. This ad is a representation of how today’s society has very specific ideas of what beauty is and how the original painting is now considered outdated and unattractive.
In the original photograph, The Mona Lisa is a simple beauty. She has straight brown hair, simple clothing, and a slight smile on her face. Simplicity like this in a woman used to be seen as beautiful. This particular piece of artwork has always been seen as an incredible work of beautiful art hence simplicity equals beauty. With the advertisement, The Mona Lisa is changed to be what we may think of as beautiful today. She still has the same slight smile, but her hair is bigger, wavier, and shinier. This all plays into the idea that Pantene creates beautiful hair. This shows that simple is no longer seen as beautiful. Women need to have a product like Pantene to be beautiful. The text of the ad even points to the fact that The Mona Lisa's hair is "aged" and "damaged". Nothing is said about the impact the painting has had on artists around the world. The ad points to the fact that we need not be simplistic to be beautiful.
The Mona Lisa. It such a famous painting. Half of the reason is associated with its age. Along with the age comes all of the cracks you see in the painting but that is not something that a hair company would like to portray in an ad. I believe that they used this painting in there ad because when this was created this was pure beauty, and why would that still portray beauty now. One way that the ad changes the original meaning of the painting is that now she is much more feminine looking and happier with herself after using this companies hair products. I think what the ad is trying to show by using this painting is that women have to maintain there beauty, and if they do that they are going to be happier. Everybody wants to be easy on the eyes and when your beautiful you are going to be happy and in order to get happy you should use their product.
The Mona Lisa has always represented a woman’s beauty, simplicity and mysteriousness. Therefore, the company’s product Pantene Time Renewal is making the statement that it’s product is for the sensual, mysterious woman. In the ad, Mona Lisa’s famous smile looks as if it as been made to create more of a satisfied, confident expression; thus representing the product’s ability to create confidence. The photo has also been digitally retouched and is now cleaner and more saturated that the original. This may be only to make the ad look presentable but it could also mean the product makes a woman seem newer, fresher and more beautiful. The ad also reads, “Restores age-damaged hair.” The ad comically uses these words because the Mona Lisa is an old, weathered painting. The Pantene ad then suggests that society’s idea of beauty is timeless, mysterious, confident and beautiful like that of the classic Mona Lisa.
The creators of this Pantene advertisement were clearly exploiting the beauty of the Mona Lisa in order to sell a certain type of shampoo. Da Vinci's painting showcased a woman's beauty and launched her from anonymity to worldwide recognition. This advertisement seems to be utilizing that concept in order to provide the illusion that the woman who uses this product will be as beautiful and as famous as "Mona Lisa." Of course, this is ironic, since "Mona Lisa" never really became famous. In fact she still remains anonymous.
Based on Benjamin's thoughts, it is also evident that the aura of the Mona Lisa has been ruined. She has been digitally "fixed up" to appear pretty by current standards. This might indicate that we are a shallow society, only capable of seeing beauty in terms of "hotness," but it is more likely that the creators of the advertisement merely wished to update a few of the Mona Lisa's features in order to make it more culturally relevant. However, that does not justify irresponsible reproduction of a cultural artifact.
Although the Mona Lisa is an old piece of art, it is so often portrayed in today’s media that one could, in some cases, consider it timeless, ageless, or even modern. The original painting is considered beautiful, but if Pantene had simply used an exact replication in their advertisement, it would not fit modern society’s idea of how healthy, renewed, beautiful hair should look. By digitally “chang[ing] the aesthetic style” of the renowned portrait, Pantene conforms to the “development of different kinds of world views” (Sturken and Cartwright, 111) in hopes of attracting the attention of a specific audience- today’s modern society. Since it is an old painting, it portrays the idea of “restor[ing] age-damaged hair” in a clever way that easily catches an educated viewer’s eye. In the ad, the Mona Lisa’s hair is more full and thick, but the rest of the piece remains unchanged, thus drawing attention to her “renewed” hair. Our society’s idea of beauty includes healthy, clean, and shiny hair; however, the ad subtly suggests that the Mona Lisa wasn’t truly beautiful originally. Even artists from the Dada and Surrealist movements suggest that she wasn’t particularly attractive by adding masculine features and making crude remarks about her “hot ass” (Sturken and Cartwright, 129). Despite this, Pantene’s portrayal of a “renewed” and beautiful Mona Lisa is clever and effective for the audience they are trying to attract.
Bryn Unger [Discussion Section 33222]
The Mona Lisa by Da Vinci is one of the most recognizable paintings in the world and has been scrutinized since its origination for many reasons. One main reason being the subject’s enigmatic look leaves the theme of the painting up to much interpretation. It is hard to tell what she was thinking or how she was feeling at the time of her portrait. This works well for the advertisers of Pantene, because by simply changing her hair and intensifying the paintings overall colors we can read a different look upon her face. Her smile seems to have a more confidence and a smug quality to it after her makeover, like she knows that she looks good now. This bodes well for the product as other women who view themselves as plain and unassuming will see that they can become beautiful and more confident just by changing shampoo. When comparing the Pantene add to L.H.O.O.Q. by Duchamp, one can see how fickle our societies view of beauty is. Our decision of weather or not someone is beautiful hinges on very few factors, which as Barthes would say are only “contemporary concepts of beauty [that have been] naturalize[d by] certain cultural norms of appearance as being universal” (S&C, The Myth of Photographic Truth). If even one of these factors is changed, such as the hair or a mustache, the outcome of societies judgment on a person’s beauty can be drastically different.
The Mona Lisa is one of history's greatest paintings with numerous questions surrounding it. But thats not really the point of this blog whats important is the idea of comparing the elderly painting versus the fresh ad of the pantene hair shampoo. The ad itself works perfect for anyone who is even somewhat knowledgeable about the Mona Lisa (which is basically everyone)and it's old age. The ad states "restores age-damaged hair" which is clearly shown in the new image. The image in my opinion works because it shows a change (even though it is a small change)in something that is relatively famous with everyone who veiws it
Film 114
Shane Connolly
Sorry, I forgot to post my name and section number for my blog. My post should be the one right before this.
Lanae Smith
Section 33222
Everyone has seen the painting of the Mona Lisa at some point in there life. It is one of the most famous paintings out there. However, why did Pantene decide to chose this painting. I think they chose this painting on the fact that they could make 'her' more beautiful. This is a good advertisement because our world today is very focused on always looking our best.
Now when looking at Marcel Duchamp's version of the Mona Lisa he has made her into a much more masculine looking figure, by adding the mustache and the beard. I think that Duchamp's idea is doing the opposite of the Pantene ad instead of saying beauty is everything he is more so making fun of the idea that our society revolves around that idea of beauty.
Amber Blanchard
Sorry, I didnt think to leave my name at the end of my comment. My post was from eshughes at the very top. My name is Elliot Hughes.
I think the Mona Lisa picture is seen as not only classical art, but also as a certain elegant beauty. Using the example of Mona Lisa to market a product is a smart way to connect with people because everyone has seen it. People can relate to the piece of art being shown to support their product.
Changing the hair makes it humorous and allows us to satire that time period. Same goes with the bottom picture. We are using the art for a different purpose than it was used for in the past. While the picture of the past suggested this woman's beauty, we now use it as something that means almost nothing to us. That probably is because we have reproduced it so much that it looses its aura.
Nick Stoehr
Film 115
Sec 806
The Mona Lisa is a 16th century painting that has been recreated into a newer fresher version in this shampoo ad. The original painting shows its age, as it is faded and beginning to crack. The recreation of the Mona Lisa in this shampoo ad portrays her freshly painted without the showing of age, and bouncy sleek hair. The ad seems like it is attempting to show the consumer that with this shampoo, oldness can be refreshed. In the ad it seems that the Mona Lisa is smiling more than in the original, or that could just be the color. The topper for the advertisement is the bottle of shampoo and slogan added to the bottom left of the portrait. In all, digital technology has changed the Mona Lisa from her old version, to a new fresher version with bouncy hair, and possibly a bigger smile.
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