artificial paradises
An exercise on happiness & society’s attempts to achieve it.
artificial the show!
4
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.
5
INTRO
6
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
7
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
8
9
10
11
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?
12
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.
13
so,
IF YOU WANNA BE HAPPY,
14
01# before&after
15
before
after
softer, bigger, better, whiter, cleaner, stronger, shinier, SEXIER
than the ACTUAL ONE
18
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;
26
27
28
29
A facial expression characterized by an upward curving of the corners of the mouth and indicating pleasure, amusement, or derision
32
02# smile design the shiniest, the happiest
33
34
37
“I’m extremely happy now with the glow in my smile on every picture” Jodie M.-Phoenix, AZ
38
39
40
41
and
42
IF YOU REALLY WANNA BE HAPPY,
43
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
45
46
and the winner is...
winner
ball of fire boast bustler busy bee catch challenger champion cinch conquering conqueror conquistador conquering hero defeater defender deeds
47
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
48
wizard
49
52
53
Víctor Martínez, winner 2007
54
55
Golf Winner, 2002
American Alex Prugh holds the trophy after winning the New Zealand Open at the Hills
56
Tea Door prize winner
57 James Brian Hellwig who legally changed his name to Warrior
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
62
OASIS
63
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
66
67
68
05# exotic paradise the artifice
69
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
78
ARTIFICIAL PARADISES
2
1
2010
10
2010
30
30
2010
10 2010
2010 2010 2010
30
2010
2010
2010
2010
30
2010
2010
2010
20
2010
10
30
2010
10
ARTIFICIAL PARADISES
ARTIFICIAL PARADISES
2010
5
2010
30
20
ARTIFICIAL PARADISES
ARTIFICIAL PARADISES
2010
ARTIFICIAL PARADISES
2010
10 ARTIFICIAL PARADISES
2010
ARTIFICIAL PARADISES
20 30 ARTIFICIAL PARADISES
2010
ARTIFICIAL PARADISES
ARTIFICIAL PARADISES
2010
10
ARTIFICIAL PARADISES
ARTIFICIAL PARADISES
30 ARTIFICIAL PARADISES
ARTIFICIAL PARADISES
20
ARTIFICIAL PARADISES
2010
ARTIFICIAL PARADISES
ARTIFICIAL PARADISES
ARTIFICIAL PARADISES
ARTIFICIAL PARADISES
2010
ARTIFICIAL PARADISES
10
30
ARTIFICIAL PARADISES
3
10
2010
ARTIFICIAL PARADISES
4
HAPPINESS
ARTIFICIAL PARADISES
ARTIFICIAL PARADISES
6 ARTIFICIAL PARADISES
ARTIFICIAL PARADISES
TO
ARTIFICIAL PARADISES
ARTIFICIAL PARADISES
ARTIFICIAL PARADISES
7
ARTIFICIAL PARADISES
ARTIFICIAL PARADISES 2010
ARTIFICIAL PARADISES
ARTIFICIAL PARADISES
ARTIFICIAL PARADISES
8
10
ARTIFICIAL PARADISES
ARTIFICIAL PARADISES
9
ARTIFICIAL PARADISES
ARTIFICIAL PARADISES
HOMAGE 2010
10 commemorative
10
2010
2010
20
2010
10
30
10
30
20
20
10
30
80
Concept, design & art direction by Carmen Vela Maldonado
81
82
83
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