Imagine with me the beauty of ancient Greek art, architecture, literature, music, etc. It was all based on ideal beauty and philosophy. Picture marble pediments, pillars, and statues crafted so carefully that they look more perfect than real life. Think of the great thinkers and philosophers who were bred in that era- Socrates, Plato, and Aristotle- to name a few. Contemplate their theories which are still studied, discussed and taught in schools and universities today. Imagine ancient Greece as the epitome of theoretical beauty.
Now think of ancient Rome… Still quite beautiful, right? But somehow it’s different. Perhaps that is because of how the Roman citizens defined beauty. You see, perfection to Romans was much more logical. Things needed to be beautiful, but they needed to work, too. The Greek Parthenon, while beautiful and hand crafted with such detail that it appeared perfectly symmetrical even from a far distance, did not disperse structural stress and allow for multiple stories to be built on top of it as did the Roman arch of the Coliseum. Nor did it allow for an entire city to have access to fresh water while enabling a flowing sewage system, as did the Roman Aqueduct.
I appreciate art, and advertising is art with a function. Just like the Romans that took Greek beauty and gave it a task, advertising can take the beauty of art and give it a purpose that the masses understand. Advertising is not always evil. When it’s done right, which I’ll admit is far from always, advertising can create positive social change.
And since we haven’t had a blog post about Thanksgiving, I am grateful for the following commercial that demonstrates this idea of art with a function. I am grateful for the Romans.