Brancusi is Ours or Mine? Publicity and Manipulation in Contemporary Public Space

Cristina GELAN

Abstract


The paper provides a number of issues concerning one of the most creative communication tools - publicity. The purpose of this paper is to highlight how, by appealing to sensitiveness, publicity directs our perception and reporting to immediate reality, which directs and invests with several meanings. The practical part of the paper refers to the publicity campaign conducted to sensitize Romanian citizens to participate in the acquisition of Romanian sculpture "Cuminţenia Pământului" ["Wisdom of the Earth"], one of the most important works of art of Romanian sculptor Constantin Brancusi. The context is one in which the Romanian government announced publicly its intention to acquire the sculpture through a joint effort of the state and its citizens, launching official with the Ministry of Culture, a sustained campaign of national subscription for acquisition this works of art, campaign that was held from May to September 2016. The campaign aimed to attract contributions of Romanians interested in the recovery of national treasures. The analysis conducted in this respect concerns the two publicity spots made during the campaign: the spot conducted by GMP Group, selected by the Ministry of Culture in April 2016 to coordinate the national campaign to purchase the works of Constantin Brancusi and the spot conducted by Papaya Advertising Agency, in August 2016 in a campaign independently of the official with the stated aim of helping the government approach. The paper analyses the discursive and iconic strategies that the two publicity spots have used in order to determine the impact that they had on the Romanian citizen.

How to cite: Gelan, C. (2017). Brancusi is Ours or Mine? Publicity and Manipulation in Contemporary Public Space. Logos Universality Mentality Education Novelty, Section: Social Sciences, VI(1), 95-107. DOI: http://dx.doi.org/10.18662/lumenss.2017.0601.09


Keywords


Publicity, national subscription, discursive strategies, iconic strategies, public space

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References


Books

Cialdini, R. (1985). Influence: The New Psychology of Modern Persuasion. New York: Quill.

Electronic sources

Article in an Internet - only newsletter

Andronache, C. M. (August 22, 2016). Interviul acordat de Robert Tiderle, owner Papaya Advertising, pentru Paginademedia.ro [Interview with Robert Tider, Papaya Advertising owner, for Paginademedia.ro.]. Retrieved October 6, 2016, from http://www.paginademedia.ro/2016/08/video-un-nou-spot-pentru-cumintenia-pamantului-papaya-semneaza-campania-hai-ca-se-poate.

Cristoiu, I. (October 14, 2016). ‘Prin decizia Guvernului, statul român a cumpărat a doua oară Cuminţenia Pământului’ [By decision of the Government, the Romanian state bought the second time Wisdom of the Earth]. Retrieved September 20, 2016, from http://www.evz.ro/prin-decizia-guvernului-statul-roman-a-cumparat-a-doua-oara.html.

Obae, P. (May 4, 2016). ‘Spoturile pentru Cuminţenia Pământului, filmate la Buftea. Andrei Pleşu, într-un clip’ [The spots for Wisdom of the Earth, filmed at Buftea. Andrei Plesu in a clip]. Retrieved September 15, 2016, from http://www.paginademedia.ro/2016/05/spoturile-pentru-cumintenia-pamantului-filmate-la-buftea-andrei-plesu-intr-un-spot.

Levan, Ch. (September 2, 2016). ‘Afacerea "CUMINŢENIA PĂMÂNTULUI", dezvăluiri incendiare: "Patriciu a oferit 800.000 de dolari. De ce să dea statul român DE 11 ORI MAI MULT?!... "’ [The business "Wisdom of the Earth", incendiary revelations: "Patriciu offered $ 800,000. Why give the Romanian state 11 times MORE?!..."], in Ring newspaper. Retrieved September 10, 2016, from http://www.ziarulring.ro/cumintenia-pamantului-patriciu-oferta-petru-romosan.

*** (August 23, 2916). Am rugat un istoric, un regizor şi un mecanic de tren să analizeze clipul „Cuminţenia Pământului” [I asked a historian, a director and a train driver to analyze video " Wisdom of the Earth"]. Retrieved September 24, 2016, from http://www.vice.com/ro/read/ce-am-inteles-din-clipul-cumintenia-pamantului.

Others electronic sources – video publicity

Morgenstern, M. (June 24, 2016). Donează pentru Cuminţenia Pământului [Donate to Wisdom of the Earth]. Retrieved August 7, 2016, from https://www.youtube.com/watch?v=G3lL4S3xPks.

Pleşu, A. (June 24, 2016). Donează pentru Cuminţenia Pământului [Donate to Wisdom of the Earth]. Retrieved August 7, 2016, from https://www.youtube.com/watch?v=BA4fArTWFWE.

Rebenciuc, V. (June 24, 2016). Donează pentru Cuminţenia Pământului [Donate to Wisdom of the Earth]. Retrieved August 7, 2016, from https://www.youtube.com/watch?v=JhW_QhhtyV4.

Stanciu, I. (June 24, 2016). Donează pentru Cuminţenia Pământului [Donate to Wisdom of the Earth]. Retrieved August 7, 2016, from https://www.youtube.com/watch?v=1om17Edhgyc.

*** (June 24, 2016). Brancusi e al meu – Endorseri 1 - Cumintenia Pamantului [Brancusi is mine - Endorseri 1 - Wisdom of the Earth]. Retrieved August 3, 2016, from https://www.youtube.com/watch?v=gij_qrWZwwM.

*** (June 24, 2016). Brancusi e al meu – Endorseri 2 - Cumintenia Pamantului [Brancusi is mine - Endorseri 2 - Wisdom of the Earth]. Retrieved August 3, 2016, from https://www.youtube.com/watch?v=JMOeQmwLAuE.

*** (June 24, 2016). Brancusi e al meu – Endorseri 3 – Cumintenia Pamantului [Brancusi is mine - Endorseri 6 - Wisdom of the Earth]. Retrieved August 3, 2016, from https://www.youtube.com/watch?v=xiwexAwV_88;

*** (June 24, 2016). Brancusi ma face sa simt - Cumintenia Pamantului [Brancusi make me feel - Wisdom of the Earth]. Retrieved October 23, 2016, from

https://www.youtube.com/watch?v=lqyCojI2-5g.

*** (19 august 2016). Cuminţenia Pamantului - Acum poti dona si prin SMS [Wisdom of the Earth - Now you can donate by SMS also]. Retrieved October 23, 2016, from https://www.youtube.com/watch?v=J47WCsT7s6E.

*** (19 mai 2016). Donează pentru Cuminţenia pământului [Donate to Wisdom of the Earth].. Retrieved November 3, 2016, from https://www.youtube.com/watch?v=m3vZsPl9Mvo.

Websites

http://www.brancusiealmeu.ro/ambasadori.

http://www.brancusiealmeu.ro/.

http://www.brancusiealmeu.ro/stiri.

http://www.brancusiealmeu.ro/evenimente.

http://www.brancusiealmeu.ro/ambasadori.

http://www.brancusiealmeu.ro/informatii-donatii.

http://www.brancusiealmeu.ro/cumintenia-calatoreste.

https://www.youtube.com/watch?v=xiwexAwV_88.

https://www.youtube.com/watch?v=gij_qrWZwwM.

http://www.artline.ro/Papaya-Advertising-a-lansat-un-spot-independent-pentru-Cumintenia-Pamantului-36589-1-n.html.

https://www.facebook.com/pg/HaiCaSePoate/about/?ref=page_internal.


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