Free@Last Advertising

    

Innumerable well-known brands advertise – like Otto Kern’s campaign “Never Undressed” – directly using the motif of Adam and Eve in Paradise to promise us eternal serenity. Bounty seduces us on a culinary level with “The Taste of Paradise”. Estee Lauder suggestively draws our attention to beauty that can open the doors to lightheartedness, via its cosmetic range “Beyond Paradise”; and Escada allows us to even inhale the heavenly scent with its “Pacific Paradise”. Yet it is not only paradisal names, images and motifs that are consciously used. Differently oriented advertising campaigns also subtly play with the feeling that a particular product can make us happier, more loveable and accepted. Advertising experts have known about our longing for a carefree existence for a very long time. Every philosophical or religious context can be discussed, but that which interests us – the customer – is expressed in sales figures. And these show that the images, the memories of a carefree state of being continue to influence our understanding of what it is to be totally happy. We all hope that the holiday on a tropical island will transport us into the Garden of Eden, that the anti-ageing cream will give us eternal youth, that the new car or smartphone will make us happier and that they could all potentially solve this ancient conflict. Over the course of time, advertising and consumer products serve to answer our longing more than anything else. They mistakenly appear to be the solution to returning to a carefree existence. We will never succeed until we overcome our fears, our daily struggles and finally find our way into inner freedom and lightheartedness .....