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In his work, German filmmaker and media theorist Harun Farocki rigorously explores how contemporary society interacts with audio-visual technology. The Appearance brilliantly combines two prominent themes from Farocki's earlier work, corporate culture (Indoctrination & The Interview) and advertising (Still Life). The Appearance gives the viewer a behind closed doors portrait of how brand identity is created. This unconventional documentary chronicles a high-profile marketing pitch from a Berlin advertising agency to a Danish optical company. The campaign, centered on the logo EYEDENTITY, is discussed in minute detail, from market research strategies to design principles and semantics. In The Appearance, Farocki skillfully probes the methods and tools used by large companies to sell products, ideas, and even a sense of self, and successfully adds another layer to the "clever" pun, EYEDENTITY. In German with English subtitles.
Harun Farocki---Germany---1996---40 mins.
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