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Language of art

The works of Applied Arts students, displayed at the College of Fine Arts in the city recently, were slick and snazzy.

"Create an ad for Moms and kids. Let it not lure the child or bully the Mom," is the dictum behind the successful campaigns that go on to earn plaudits. This time, it is the Group Show of the students of Applied Arts at the College of Fine Arts in the city. The Applied Art exhibits proved that the academics in arts not only dabble in imagery centred on the personal, but also use a visual language identifiable with the slick, fast-paced, snazzy world of advertising and publicity.

The range of visuals used for advertising was as varied as the products and services sought to be advertised. The SPCA campaign by T. Anitha goes a step ahead and exhorts to `protect all life'. A corporate face for the Healthcare industry is what the Vanchinad Hospitals publicity plan reflects.

`Hermitage' is no eco-tourism resort. A cross between a bookshop and a library, it functions as a collective of readers, authors promoting reading habit. Upholstered in dreamy satin, the `Calvary' coffin prepares you for the final journey!

These students have taken care of most aspects such as planning a campaign, posters, stationery, logo, print and TV ads, and hoardings. Each of them was a one-man army working for a product, taking on a challenge normally assigned to a team in an advertising agency. Artists employed eye-catching visuals for image make-over for the organisations perceived to be staid, such as the Indian Railways, Archaeological Survey of India and KSRTC, and others comprising the Human Rights Commission and SPCA that do not advertise much. Food court for children, designer coffin, which "puts Dracula to sleep", amusement park, synthesizer- ask for a campaign for any of these and they have them ready. All the components of publicity campaign right from the designing of the logo to reflect the persona of the advertiser or the USP of the product are taken care of.

They are the children of the age of advertising -- innovative, media-savvy, and consumer-oriented. In fact, ad agencies can take a leaf or two from the work on display. It would not be an exaggeration to say that organisations with sagging images could seek the help of these talented young aspirants.

The beauty of works of art, we all know, is enhanced by its foil, the background in which it is placed, the wall on which it is hung and the spotlight falling on it. If the works on display, bereft of such benefits catch your eye, they speak of the talent of their creators.

BHAWANI CHEERATH

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