Sorry this ones a little late, anyways I was flipping through my Communication Arts photography annual when I came across this series of photos. They were made for a maximum employment marketing group in Shanghai, and the ad agency Federal-Mogul. The company creates car parts like brakes, bearings, gears and other things like that. The point of the ad was show people the importance of the small parts that make up the whole, in this case, the small brakes and gears that make up a car. In order to do this, they put these small pieces in the shapes of animals. And these animals represented key elements in Chinese culture that also correspond with the viewpoints of the company. I thought that this was such a clever idea. It really emphasizes the importance of these small pieces. And I think it was very creative to incorporate the Chinese culture into these images also. I think it really goes to show how it's now just the whole or the end product that matters, the small pieces that make it up are also very important. This may go against the theory of Gestalt, because it's emphasizing the importance of the small parts rather than the whole. However, I think that they really made a great point and successfully communicated their message.
Having the small parts make up the animals is a really creative concept. Car parts on their own can be kind of boring but when displayed in a unique way they are fun to look at. I definitely think their message was successfully communicated!
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