The task of Art


“The task of art is to transform what is continuously happening to us, to transform all these things into symbols, into music, into something which can last in man’s memory”
Jose Luis Borges

These words by Jose Luis Borges are a great source of inspiration when it comes to planning. Think about all these objects that surround us,beyond their purpose to be. Some of them are filled with stories, memories and emotions. I would say, when the product is good.

But when advertising strikes a chord in people’s minds, when the TV spot synthesises a shared feeling, when the message stands for something you found difficult to express among your friends, then is when the brand will “last in man’s memory”, and can be consider part of the culture.

Artwork : Jennis Li Cheng Tien

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