One definition of Avant-Garde is the ability for art to exercise a positive influence on society, i decided to focus on graphic design in advertisement as this would be seen by most people. The Term Avant-Garde comes from the French who define it as being at the forefront of innovation which introduces and explores new forms. Most ads try and sell you something, this could either be good or bad. The ad's i have chosen to talk about are ads which attack some of the major companies who sell us products under false pretenses.
The absolute end advert for vodka, shows the dangers of excessive drinking can cause death in a lot of extreme cases. The ad influences society to realise that drinking isn't as sexy and glamorous as its made out to be. This ads goal is to show people the dangers of drinking.
The second ad i have chosen is a spoof ad for nike, the text on the ad says "You're running because you want that raise to be all you can be. But its not easy when you work 60 hours a week making sneakers in an indonesian factory and your friends disappear when they ask for a raise". This shows the reality of the nike brand and how its made, using cheap labor from indonesia to make us more affordable shoes, but at cost of someone else's life.
Both these ad's are attacking big brand names and trying to provoke social change and one of the goals of Avant Garde is to exercise a positive influence on society.
