Recent uses of "scale juxtaposition" in advertising

Recent print and television ads from brands like Apple and Pine-Sol continue a long tradition of the use of miniatures – more specifically, the mixture of miniature people with normal scale products – in advertising. My Big Appetites work was partially inspired by the very same kind of scale juxtaposition that I saw on television as a kid, in commercials with the Ty-D-Bol man in a tiny powerboat inside a toilet, the small Pillsbury Doughboy being prodded on the kitchen counter, or the Purina chuckwagon being chased through the house by a dog.  I don't know if anthropologists have really devoted very much research into why this sort of thing is so attention grabbing. But the benefits are certainly not lost on the advertising industry as the exploitation of this concept is just as effective now as it was decades ago.

 

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