UNVEIL YOUR INNER MACHINE

Often in art and advertising the body is shown as a machine.
natural systems are described similarly to clockwork or technical processes. This is still very much evident today in modern adverts.

"People sometimes call the human body a machine-the most wonderful one ever built. Of course, the human body is not a machine. But it can be compared to one in many ways. Like a machine, the body is made up of many parts. Each part of the body, like each part of a machine, does special jobs. But all the parts work together and so make the body or the machine run smoothly. Also like a machine, the body needs energy to work. In such a machine as a car, the energy comes from petrol. In the body, it comes from food and oxygen. Although the human body can be compared to a machine, it is far more amazing than any machine. It can do things that no machine can do. For example, the body can grow. The body starts out as one cell. In time, this tiny cell develops into a body consisting of trillions of cells. "                                                     (http://library.thinkquest.org/28807/data/home.htm)

Images like the two above, and statements such as;

PERFORM WITH LUCOZADE
LUZCOZADE - THE ULTIMATE FUEL

 All utilise the theory that our body is a machine that intact requires fuel to perform.

This whole idea of the human body working mechanically - like clockwork, has been around for many years, artists like Martha Rossler, Hannah Hoch and John Heartfield have all created work exploring the ideas of human bodies combining with technology.

The surrealists and those involved in the DADA movement are amongst others who have incorporated such themes into their work. Sometimes commenting on technological advances, possibly referring to the production of art in light of new technologies. Much alike Thomas Ruff's body of work titles JPEG - which illustrates his engagement with the production on images in the internet age, exploring how online pictures are perceived by the public.

The images produced by those in the DADA movement, the surrealist's and the impressionists, were often collages and featured humans and machines, and mutilated bodies.
The images had a clear message, they were making statements, reacting against World War 1.
in some instances, the images are silly and absurd manifestos. Abstract reactions to society against wars.

"There were many artistic movements during the period of Britain's industrialization, each of which was a reaction to the feelings of the time, as well as to the movement which had preceded it. By the time that the Industrial Revolution really took hold, some artists were at differences with the ideals which it espoused, such as those of discipline, temperance, structure, and views of the Enlightenment. These feelings translated into the Romantic movement, which encouraged individualism, freedom, and emotion. " 

MAN AND MACHINE WORKING IN PERFECT HARMONY!




This idea is often utilised in car advertisements. The man and the car, creating a cyborg connection.

Transportation machines (cars, trains and planes ECT) = The ultimate connection with humans... We don't just use them, handle them - We are inside them.


"You actually feel part of the car itself. Joined at the hip as it were..." (Saab advert - 1998)