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15/6/2007

The Art of Seduction

Cobra Museum, Amstelveen

A platform for advertising

This summer the Cobra Museum is to be a platform for advertising.
In an extremely unexpected and entertaining themed exhibition, visitors will be transported into the world of advertising. The newest technology is being shown in order to tempt the general public! We are sure visitors will experience this interactive exhibition as a playful, exciting and even instructive adventure. Thus the exhibition is highly recommended for the entire family, for young and old alike.

Everyone, every day, comes into contact with advertising in all its many forms. Advertising is creative, artistic and triggers emotional responses in people. For these reasons it deserves a place in a museum, in the Cobra Museum, Amstelveen. Since Amstelveen, along with Amsterdam, is the pulsating heart of the advertising industry. The special reason for this exhibition is the ninetieth anniversary of the VEA - the Association of Communication Consultants in the Netherlands.

Good advertising seduces and draws people to supermarket shelves, showrooms, websites and collecting boxes, out of curiosity, fascination, amusement or because they are touched in some way. In collaboration with the VEA and the top of the advertising world, the smartest, funniest, most moving and scariest examples of fifteen years of Dutch advertising know-how are brought together in eight, spectacular themed spaces.

Under the headings Beauty, Laughter, Tears, Fear, New Technology, Reward, Smartness and Fantasy, the Cobra Museum lets you see, discover and experience how advertising moves you.

In the space devoted to Beauty, examples can be seen by advertisers who do their best to appear as seductive as possible. The ads are sexy, exciting, even sometimes naughty or provocative. The space dedicated to Laughter, however, shows that jokers win out over models every time. Advertisers want to be liked. Ad makers also like to invoke a tear. We shed tears of happiness, laughter, tenderness and sorrow. And what about impending disaster hanging over our heads? Fortunately there are advertisers who, via alarming ads, warn us about the wobbly kitchen stepladder, short fuses and poison that looks like sweets…
Photography: Marcel Christ.
Image correction: Stephan Lesger.

Cobra Museum
Sandbergplein 1 - Amsterdam

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