Sea Saw

May 1999


Sea Saw

Lucid water scenes hypnotize the ad industry

When author Kate Chopin wrote the feminist classic The Awakening,she used a heroine lured trance-like toward the sea to symbolize self-awareness and liberation. Today that imagery is used to sell watches, juice and perfume.

Several companies, including Lagos and Timex, recently introduced ad campaigns using female models moving into "moody waterscapes" that suggest serenity, an article in The New York Times says.

Seaside scenes have appeared also in ads for Donna Karan's new fragrance, Tropicana grapefruit juice and Finlandia vodka. Other companies are wild to walk on water also: one photographer who specializes in underwater shots has been approached by companies to do oceanic ads for audio speakers, printers and the MGM Grand Hotel.

– by Stacey King

Copyright © 1999 by Bond Communications.


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