Contemporary Malaysian consumer culture and the creative role of experiential space: reinterpreting sale and promotional advertising through installation
Our consumer spaces are filled with extensive ranges of sale promotions of different products in a variety of prices that play a significant role in stimulating our senses. These sale promotions play a prominent role in the consumer’s decision to purchase goods and services. Repetition and similar...
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| Format: | Article |
| Language: | English |
| Published: |
School of Social, Development and Environmental Studies, Faculty of Social Sciences and Humanities, Universiti Kebangsaan Malaysia
2016
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| Online Access: | http://journalarticle.ukm.my/10316/1/11x.geografia-siupsi-mei16-Fauzi-edam%20%281%29.pdf http://journalarticle.ukm.my/10316/ http://www.ukm.my/geografia/v2/index.php?cont=a&item=2&thn=2016&vol=12&issue=6&ver=loc |
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| Summary: | Our consumer spaces are filled with extensive ranges of sale promotions of different products in a variety of prices
that play a significant role in stimulating our senses. These sale promotions play a prominent role in the consumer’s
decision to purchase goods and services. Repetition and similarity, difference and variation are the characteristics of
this mass culture; they provoke a response and act as a catalyst for communication. These aspects of advertising
stimulate our visual experience, affect our moods and emotions, and create the illusion of values and choices. This
research project investigated the aesthetics of Malaysian consumer culture through exploration of the use of visual
images based on the principle of repetition and variation (similarity and difference).The key artists within the
research context were Andy Warhol and Allan McCollum, with their method of mass production and the use of
popular mass produced images; and Andreas Gursky who represented consumer obsession and desire through
shopping activities. The project established correlations between repetition, similarity and difference as they
contribute to the variety of visual messages in advertising. It also contributed to the field of installation art by
creating experiential environments that could evoke complex multi-sensory responses to the colours and images of
advertising and significantly stimulate temptations and pleasures of the retail environment. |
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