Surrealist Influence on Graphic Design in Advertising

Abstract

This dissertation explores the influence of surrealist techniques on contemporary graphic design in advertising, examining how these approaches create memorable, emotionally resonant brand experiences. Through analysis of case studies including Absolut Vodka and Apple's "Think Different" campaign, this research identifies key principles that make surrealist-inspired design effective in commercial contexts.

Introduction

Surrealism, as an artistic and literary movement, emerged in the early 20th century with a focus on expressing the unconscious mind through unexpected juxtapositions and non-sequiturs. This research investigates how these principles have been adapted and applied in modern advertising to create distinctive visual identities and forge deeper connections with audiences.

Case Studies

The research examined several influential advertising campaigns that successfully employed surrealist techniques, including:

• Absolut Vodka Campaign - Transforming the distinctive bottle shape into various surrealist scenarios, creating a visual language that became instantly recognizable.
• Apple's "Think Different" Campaign - Employing surrealist principles at a conceptual level by juxtaposing images of revolutionary thinkers with Apple's logo.

Conclusion

The findings demonstrate that surrealist techniques continue to offer valuable tools for contemporary graphic designers and advertisers. By understanding the psychological mechanisms through which these approaches work, creative professionals can more effectively deploy them to create memorable, impactful brand communications.