THE RELATION OF SCIENCE FICTION AND ADVERTISING

Text topic: Studies – Influence of Science Fiction on Modern Culture

Text author: Ненад Перић

The paper deals with the relation of science fiction and advertising, specifically in the representation of advertising in science fiction (film, literature and comics) and transformation of their forms into reality. It also includes examples of the influence of reality, which in the form of a certain esthetical discourse may offer a vision of the future and potential forms and modalities of advertising. Additionally, the paper covers possible modalities of advertising with use of (new) technologies, as depicted in the representations of the future in alternative film universes– i.e. in science fiction. Many authors have analysed the film Blade Runner and its visionary elements as prophecies of future reality, trying to answer the question how and to what extent, in their representations of the future, they were right in regard to the utilisation of technological innovations in modern advertising. The paper points to the cause-and effect relation between the occurrence of the fictive technologies in films and very fast prototyping and utilisation of the same or similar technologies for the purpose of advertising. The paper also reviews the consistence of the visual language of advertising through analysis of cult movies Blade Runner, Ghost in the Shell and Blade Runner 2049.