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2020, br. 167, str. 382-393
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Odnos naučne fantastike i oglašavanja
The relation of science fiction and advertising
Univerzitet Metropolitan, Beograd
Sažetak
Rad se bavi odnosom naučne fantastike i oglašavanja, konkretno predstavama oglašavanja u naučnoj fantastici (film, književnost i strip) i pretvaranjem njihove forme u realnost. Takođe, navodi primere uticaja realnosti koja u formi određenog estetskog diskursa može dati viđenje budućnosti i potencijalnih formi i načina oglašavanja. Pored toga, tretira moguće načine oglašavanja korišćenjem (novih) tehnologija, predviđene prikazima budućnosti u alternativnim filmskim univerzumima-naučnoj fantastici. Autori naročito analiziraju film "Istrebljivač" i njegove vizionarske elemente u smislu predviđanja buduće stvarnosti, tj. kako i u kojoj meri su, u svojim predstavama budućnosti, bili u pravu kada su u pitanju tehnološke inovacije koje se koriste u savremenom oglašavanju. Rad, tako, ukazuje na uzročno-posledičnu vezu između nastajanja fiktivnih tehnologija na filmu i vrlo brzog prototipiranja i osposobljavanja istih ili sličnih za potrebe reklamiranja. Takođe, rad pravi osvrt na konzistentnost vizuelnog jezika reklamiranja kroz analizu kultnih filmova "Istrebljivač", "Duh u školjki" i "Istrebljivač 2049".
Abstract
The paper deals with the relation of science fiction and advertising, specifically in the representation of advertising in science fiction (film, literature and comics) and transformation of their forms into reality. It also includes examples of the influence of reality, which in the form of a certain esthetical discourse may offer a vision of the future and potential forms and modalities of advertising. Additionally, the paper covers possible modalities of advertising with use of (new) technologies, as depicted in the representations of the future in alternative film universes - i.e. in science fiction. Many authors have analysed the film Blade Runner and its visionary elements as prophecies of future reality, trying to answer the question how and to what extent, in their representations of the future, they were right in regard to the utilisation of technological innovations in modern advertising. The paper points to the cause-and effect relation between the occurrence of the fictive technologies in films and very fast prototyping and utilisation of the same or similar technologies for the purpose of advertising. The paper also reviews the consistence of the visual language of advertising through analysis of cult movies Blade Runner, Ghost in the Shell and Blade Runner 2049.
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