1.To acquaint one aspect of the character of Leonardo da Vinci and/or his production.
2.To analyze transformations that may occur when iconic personalities and/or their production are reconfigured in contemporary mass culture.
3.To recognize relationships between the past and the present.
The picture in attachment is a contemporary advertisement that incorporates into its structure references to Leonardo da Vinci\’s production through a combination of image and text.
Begin by identifying the product the advertisement is designed to sell. Keeping in mind the goal of the advertisement, analyze why the contemporary artist/designer/art director may have referred to Leonardo da Vinci\’s production in constructing it. In the course of your analysis, consider the following questions:
1.How was the image of Leonardo and/or his production originally intended to function? That is, how did it function in Leonardos time insofar as it is possible to determine?
2.How does the reference function in its new setting?
3.Has the reference been embellished or diminished for a contemporary mass audience? If so, for what purpose(s)?
4.What role does text play in the advertisement?
5.Is the original reference successful in the new context of the advertisement? In other words, does it sell the product?