GENIUS LOCI IN NEW EUROPE
Nov. 22. 2007-11-12
Genius loci in New European Advertising
Genius loci in Roman mythology the protective spirit of the place.
In contemporary usage a location’s distinctive atmosphereor a spirit of the place.
Ali lahko govorimo o spiritu štiristo milijonskega prostora na dveh kontinentih s tremi pisavami, štirimi religijami, dvajseterimi jeziki in tridesetimi državami?
Kje ga lahko najdemo?
Spirit of the place is hidden in GENIUS LOCI which inspires manny artworks, architectures, novels and movies telling us the stories of his places and theirs people. The touchible parts are genius and are loci. The Life.
In NEW EUROPE which is not NEW and is not ONLY EUROPE, existe not only one but manny local inspired stories, which all together create common GENIUS LOCI. If exists.
Morda ga najdemo na filmskem traku, ki v velikih zgodbah, dramah in intimah odslikava življenje in njegov spirit of the place – GENIUS LOCI:
»ljubezen je magnet, ki se mu ne da upreti!
Melina Mercouri skoči v morje in izziva delavce na pomolu, da vsi poskačejo za njo…
NEVER ON SUNDAY, Melina Mercouri, Oskar 1960
»strast je močnejša od bolečine«
Bekim Fehmiu ob pesmi Olivere Vučo z dlanmi razbije kozarce in zapleše z njo..
I even met happy gypsies, Aleksandar Saša Petrovič, Grand Prix Cannes 1967
V velikih vojnah zgorevajo velike ljubezni
Dr. Živago obišče (spring) Laro in ljubezen se vname
Dr Živago, David Lean, Omar Sharif, Julie Christi, Geraldine Chaplin, Oskar 1965
A vse vojne se končajo enako
Napoleonova vojska se umika iz Rusije
War and Peace, Sergei Bondarchuk, Oskar 1969
A kljubovalni Srb tudi smrt prekolne
Smrt Ljube Tadića na samem koncu filma . Jebem ti mater Drino!
»Fuck your Mother, Drina River!«, Marš na Drinu, Žika Mitrović, l964
In ko se ti ves svet sesuje, ti ostane le še – ples!
Ples Zorbe na zaključku filma
Zorba the Greek, Michel Cacoynnis, Mikis Teodorakis, Anthony Quinn, Oskar 1964
Ko pa je svet tvoj in poln ljubezni bi lahko tudi poletel,…
Plezanje na tovarniški dimnik in ples na njem Postrižena, Bohumil Hrabal, 1980
A ljubezenska igra pusti tudi v senci smrti lep pečat
Pečat na golo ritko
Closely observed trains, Jiri Menzel, Oskar 1968
Barva kože ni pomembna, je pa zanimiva
Deklica Lotti oslini prst in preizkusi barvo na črnčevem licu
Dolina miru (Peace valley?), France Štiglic, John Kitzmiller, Zlata palma, Cannes 1957
But who is really stupid and who is not?
Švejk na koncu filma zavpije preko fronte: Ne streljat, tu so ljudje!
Don’t shoot, ther’are people here!, Poslušne hlasim, J. Hašek Dober vojak Švejk, Karel Stekly, Prag 1958
Good old Roman protective spirit of the place which inspired new european story tellers has his fingers also by local sensibile advertising creativity
We like self irony:
Vrabec rock singer (06) – Wasa brot (95) – Poroka MTV Romania (04) – Sportka lotery Forest (07)
And spectacels:
Soyuz bank – Napolen Bank Imperial
Ours children are like now aders:
Colgate (94) – cream of my country (94) – disabled children (03)
Love is dangeres thing:
Honda (04) – Fiat (06) – Polisan (06)
Music is in our hearts:
Skopski jazz festival (95) – Happy pee (07)
Care for:
Pogreb (03) – Pevski zbor AI (05) – Life goes on (07)
Local is Global:
7 years by d’Arcy