In the end it is only advertising for a cereal bar, but it looks like a mix of breeze steel and natural kitsch documentaries.
Photo: Lance rice / unspeaksh
In times when the neo -Nazi party, which does not want to be officially not, places the second strongest faction in the German Bundestag and in which this fact is accepted as naturally as the change in the seasons, what is commonly called cultural life: in the so -called bourgeois media, from the “mirror” to the “world”, there is already a tone with the participation with the participation of AfD (you have to plan your career a bit as a journalist); Places of the so -called counterculture go bankrupt or disappear completely; The opera houses prefer to take Wagner back into the program than Schönberg; And in the television program, the proportion of folkluming trash increases rapidly. However, the relevant tendencies are most evident in the permanently new pictures.
An example: In the gym, which I occasionally search for, new cross trainers were recently set up, which are equipped with computer screens, on which, endlessly loop are played in an endless loop on which happily radiant people hike or cycle through light-flooded landscapes before sunset and sunset panoramas. These clips are excerpts from 20- to 30-minute films that have commissioned a fitness group that apparently sells these films together with its training equipment. The cross trainers who want to use one of the devices offer an immense number of so-called workout programs, from which one can choose one. Accompanying all “workouts” (hiking in northern Italy, jogging on a Thai beach), the above -mentioned films are then played.
The profession of landscape gardener is one that has not yet been linked to German heroism, masculinist thick-eggs, home kitsch and struggle until victory.
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The aesthetics are always the same. An example of the design of these ideal world films is briefly outlined here: stimulating, pathetic fanfare sounds or soothing ine-lumbling relaxation muzak, camera swivel about the swirls and bright blue sky. The camera zooms on a muscular, large -scale white man in mid -30s in fitness clothing, which fully corresponds to the present ideal of beauty. The man shines all over the face and speaks stupid stuff in the commercially available motivational trainer jargon (“You have to believe in you, the way is the goal, you can do this, every day brings a new chance, success is the result of determination”, and so on). In addition, he, wandering and repeatedly turned into a camera (i.e. to the viewer), makes motivating gestures.
The visual language and the style of this approximately half-hour films fluctuates between breakfast margarine advertising, hardcore-naturalkitsch and Leni Riefenstahl’s Nazi Olympiad film from 1936. They all show numerous characteristics of fascist aesthetics: from the idolization and heroization of the coaching figure and the glorification of certain body shapes as well as more precisely “women”-and »Men« types (women: trophy-wife, men: sexy lumberjack) about the monumentalization staging of an idealized nature, which is glorified by music and optics, to the usual one-dimensional messages that want to integrate the viewer into an imaginary collective (generation “We” feeling, “you are part of a big picture”).
A second example is the current advertising campaign of the Garden, Landscape and Sports Square EV (Augala) training funding, which wants to inspire adolescents for the profession of landscape gardener. On the main motif of the campaign, which has borrowed his visual language in the film posters of action blockbusters, three young people (a woman, two men) can be seen with a serious look to express that they are resolutely on life and death to approach the viewer, although acting as a kind of uniform buddy trio, as a tasks. They are dressed in the type of working class action hero, which we know from films with Bruce Willis or Sylvester Stallone: Workwear in the »Carhartt« style, lumberjack shirt, sweatshirt or hoodie with highlighted welding stains.
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Their work equipment proudly and keep them in proud and confident victory on how elite soldiers keep their large -caliber weapons. In the background, the hated urban juggernut can be seen (anonymous gray high -rise buildings, which are intended to symbolize asphalt culture, decadence and delimitation), while our three heroes are on a blossoming meadow in the front of the green trees, ie in the middle of the “power source nature”, the German home, which they devote them bravely and daringly their work and their lives.
The slogan in the picture reads: “A*r how you bring order to the urban jungle.” The young people depicted on it on other motifs of this poster series are also shown in heroic poses, which are deployed to nature, as a ready -to -use active citizen, tackling, clean -up and order worker at any time. And similar to the fitness videos mentioned at the beginning, nature is staged as both “salvation and pure” and as “game and adventurous”.
I am not sure whether advertising films and pictures should not be abolished in a better future. In any case, it is certain: the profession of landscape gardener is one that has not yet been linked to German heroism, masculinistic thick-eggs, home kitsch and struggle until victory. But what should you do? The times are as they are.