Heroes, dreams and Palm trees

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artificial paradises

An exercise on happiness & society’s attempts to achieve it.

artificial the show!


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Concept, design & art direction by Carmen Vela Maldonado


ON BFORE & AFTERS, HEROES DREAMS AND PALM TREES A visual exploration of the idea of happiness in modern times and of society’s attempts to achieve it.

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INTRO

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Marlboro Man, 1950s

The present publication is a visual exploration of the idea of happiness in contemporary society and of humanity’s attempt to achieve it. The search for Paradise is here assumed as a metaphor for the search and need for happiness and self-expression in modern society. The discourse is developed through a visual experimentation based on advertising imagery and contemporary online aesthetics As defined in the Oxford Dictionary, Paradise means ‘(in some religions) heaven as the ultimate abode of the just; a place or state of complete happiness; (In full earthly Paradise) the abode of Adam and Eve in the biblical account of the creation; the Garden of Eden.’ The origin of Paradise is related to religion, emotion and morality; joy, the sensation of pleasure, enjoyment, the seventh heaven, nirvana; it is also linked with the feeling of being pleased; with going into ecstasies, being in a state of euphoria, and so on. The definition of Paradise is connected with the concepts of Utopia and Shangri-La: both fictional, unrealistic ideal places that evoke the imagery of exoticism. In a society of fake, simulations, distorted nature, artificial beaches, genetic engineering and energetic drinks, man –made cultural constructions of Paradises are becoming autonomous and going out of control

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contents 01# before&after 02# smile design the shiniest, the happiest 03# success win it & Show it 04# swimming pools garden of redemption 05# exotic paradise the artifice

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Sailors fighting in the dance hall Oh man! Look at those cavemen go It’s the freakiest show Take a look at the Lawman

Beating up the wrong guy Oh man! Wonder if he’ll ever know He’s in the best selling show Is there life on Mars?


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make your own Esteem Needs

ial Soc

ds Nee

maslow Pyramid

Sa

fet y

Ne

eds

Selfactualization

Physiological Needs

Abraham Maslow, (19081970) N.Y. Humanistic Psychologist, believe that every person has a strong desire to realize his or her full potential, to reach a level of Self-actualization. Maslow set up a hierarchy of five levels of basic needs. Beyond these needs, higher levels of needs exist.This hierarchy of needs is determined in order of importance; he affirms that some needs take precedence over others. The hierarchy is often depicted as a pyramid consisting of five levels.

The higher form involves the need for self-respect, including such feelings as confidence, competence, achievement, mastery, independence, and freedom. The negative version ofthese needs is low self-esteem and inferiority complexes.

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so,

IF YOU WANNA BE HAPPY,

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01# before&after

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before


after


softer, bigger, better, whiter, cleaner, stronger, shinier, SEXIER

than the ACTUAL ONE

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before & after The Before and After technique, widely used in advertising has the capacity of visually compress the dynamism of the change between a situation and the improvement of it. Two similar images depict a past situation and the enhancement of the change. The sad past and the happy present are represented in two frames, while the middle point, the in between, constitutes the powerful key link that leads from one to the other.



h0odia; before & after



Anahi; before & after


before & after

steve, HElen, amy anna and mike;



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A facial expression characterized by an upward curving of the corners of the mouth and indicating pleasure, amusement, or derision


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02# smile design the shiniest, the happiest

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“I’m extremely happy now with the glow in my smile on every picture” Jodie M.-Phoenix, AZ

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and

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IF YOU REALLY WANNA BE HAPPY,

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1.To get rich (81%) 2.To be famous (51%)

According to the Pew Research Center, in their survey of 579 18- to 25year olds, the most important goals of Gen Y are:

03# success win it & Show it

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and the winner is...


winner

ball of fire boast bustler busy bee catch challenger champion cinch conquering conqueror conquistador conquering hero defeater defender deeds

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diamond doer eager beaver endorser exponent expounder favorite find first guardian genius gem go-getter godsend good thing hero heroine hit hot item hot seller human dynamo hustler jewel live wire master medalist mover medalist nonpareil numero uno number one prizewinner operator paladin partisan patron pancratiast pearl plum powerhouse pride prize paladin partisan pro proponent protector recw success supporte sympathizer supporter sympathizer shoo-in star subduer subjugator take-charge the greatest title holder top dog treasure triumpher trophy trouvaille title-holder top dog upholder vanquisher victor vindicator virtuoso warrior winner

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wizard


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Víctor Martínez, winner 2007


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Golf Winner, 2002

American Alex Prugh holds the trophy after winning the New Zealand Open at the Hills


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Tea Door prize winner

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EARTHLY DELIGHTS

Swimming pools, gardens of redemption

04# swimming pools garden of redemption


Hugh Hefner Sky Villa at the Palms Hotel in Las Vegas. The Playboy Publishing empire

Liberace, musician at the ‘piano’ shaped pool in his home.


The Florida-shaped Esther Williams Swimming Pool

Esther Williams, swimmer and movie star 61


THEATRICAL

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OASIS

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Le Meridien Hurghada resort; the MakadiBay, Egypt.


A swimming pool in the shape of a cat at the Fontainebleau Hotel, Miami, circa 1955. Photo by Slim Aarons


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05# exotic paradise the artifice

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There are only diamonds in the whole world, diamonds and perhaps the shabby gift of disillusion. Well, I have that last and I will make the usual nothing of it. F. Scott Fitzgerald



siMiLAr to

As seeN oN

TV


...creating a harmonic loop that optimizes your energy field, maintains maximum energy flow while it clears the pathways so the electro- chemical exchange functions like the well-tuned generator it was designed to be, resulting in immediate improved balance, increased core strength, greater flexibility, increased range of motion and overall well-being. This item will be shipped from China Estimated Weight = 0.2 kg

AD SPACE AVAILABLE CALL 020 7920 8094


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ARTIFICIAL PARADISES

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HAPPINESS

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ARTIFICIAL PARADISES 2010

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HOMAGE 2010

10 commemorative

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Concept, design & art direction by Carmen Vela Maldonado


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beatitude

canty

joyous

blessedness

cardiac

jubilant

bliss

cardiacal

laughable

cheer

cheerful

lively

cheerfulness

cheering

merry

cheeriness

cheerly

merry as a cricket

content

cheery

merry as a grig

contentment

cock

janty

delectation

elate

merry as a marriage

delight

elated

mirthful

delirium

essorant

mirthloving

ecstasy

exhilarating

of good cheer

elation

exultant

ovant

enchantment

exulting

palmy

enjoyment

flushed

playful

euphoria

free and easy

playful as a kitten

exhilaration

frisky

playsome

exuberance

frolicsome

pleasing

felicity

full of play

rattling

geniality

full of spirit

ready to burst with laughter

gladness

gamesome

ready to die with laughter

glee

gay as a lark

ready to split with laughter

good

gelastic

rejoicing

cheer

gelogenic

rident

good humor

gleesome

ridibund

good spirits

happy

risible

hilarity

happy as a king

risorial

hopefulness

happy as the day is long

rollicking

joviality

heartsome

smilin

joy

hilarious

sparkling

jubilation

in good spirits

spirited

lightheartedness

in high feather

spiritful

merriment

in high spirits

sportive

mirth

in spirits

sprightful

optimism

inspiriting

sprightly

paradise

janty

spry

peace of mind

jaunty

subrident

playfulness

jocose

subrisive

pleasure

jocular

sunny

prosperity

jocund

tricksy

rejoicing

jolly

triumphant

sanctity

jolly as a sand boy

unsoulclogged

seventh heaven

jolly as a thrush

vivacious

vivacity

jovial

waggish

well-being

joyful

winsome


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