Philip K. Dick’s World of Advertising: Branded Dreams

 

Philip K. Dick’s visions of an intrusive manipulated reality is portrayed in this short piece by Studio Smack . Dick explored the concept of consensual reality and the potential conflict between “two levels of reality” – one “objectively” determined, the other a world of appearances imposed upon characters by various means and processes.

 

“Reality is that which , when you stop believing in it, doesn’t go away.”

“It is sometimes an appropriate response to reality to go insane.”

“Don’t try to solve serious matters in the middle of the (long) night.”

Do Androids Dream of Electric Sheep ?

“This is on a level, and it goes to show you

that you should never take your dreams too seriously.

Or else it shows that the unconscious

or the universe

or God

or whatever can put you on. ”

Studio Smack are Ton Meijdam, Thom Snels and Béla Zsigmond. All three of them studied at the AKV|St.Joost in Breda (Art Academy), The Netherlands. Their animated films gained awards at international film festivals. Studio Smack produces work that in the first analysis has an autonomous value, but often also responds to developments in society, the so-called Design for Debate.  Some of their happy clients are Dutch TV Networks VARA, VPRO and MTV NL, Greenpeace, MOTI, Next Nature, GOD, Graphic Design Festival Breda, Festival Mundial,..and many many more.

 

Here are the creators’ comments on this short media piece. 

“The real question is not: How many ads do we see? The real question is: What do we have to do to see no ads? And the answer is: go to sleep” (James B. Twitchell)

We see ads everyday and everywhere. They have become part of our life. While some people try to avoid seeing ads, advertisers keep finding new ways to reach us. However they are unable to reach us when we sleep. Our dreams are the last safe and add-free place so it seems.

But what happens when advertisers have the possibility to enter our dreams? Based on recent developments in brain science and technology this might be possible in the near future.

This animated short is an impression of a dream infected by a brand we all know…….

 

The question I pose is, … should we view this short a social commentary warning on Mass Media intruding into private consciousness, as Dick speculated on ? Or is it a deconstructed advertisement, masquerading as social commentary – a metaphor for subliminal imagery that is being planted in you dreamscape for later reference ?

 

 
 

 

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