Task: Problem:
Every day, we are surrounded by advertising – on cell phones, billboards, or in stores. It's constantly present, yet we barely notice it consciously. This constant flood of information leads to unconscious sensory overload. In CAPSLOCK, Ruben Pater estimates that we are confronted with 5,000 advertisements every day. This figure piqued my curiosity: Is that really true? How much advertising do I personally encounter in a day, and which ones?
Idea:
To find out, I documented every advertisement I encountered within 24 hours – whether it was a poster, brochure, or banner on my cell phone. I recorded what types of advertisements I saw, how they were designed, and at what times I noticed them. This made me aware of the extent of our unconscious perception of advertising. The result: 187 illustrations that show how much advertising we absorb without noticing.
Solution:
This book project makes visible what is often overlooked and encourages reflection on the influence of advertising. The 187 illustrations and the physical thickness of the book make the viewer aware of how much advertising they absorb in just one day. The mass of advertising and its presence become tangible through the tactile experience. This creates a new awareness of the flood of information surrounding us – unnoticed, but never without impact.
