fig. 17a.
Advertisement for Gateway Computers
from PC Magazine, vol 17, no. 11 (June 9, 1998)
Text Reference | View Comparison
  fig. 17b.
Advertisement for Fujifilm Digital Camera
from Smithsonian Magazine, vol 32, no. 6 (September 2001)
Text: "Leonardo who? With the Fujifilm FinePix 6800Zoom
you can create your own masterpieces..."

Commentary:
Note differences in the way the Mona Lisa is used in advertising.
The Gateway advertisement associates Mona Lisa's smile with
the user's satisfaction with the product. The paper sculpture
implies that Savin Copiers create paper masterpieces, while the
advertisement for Fujifilm's digital camera states that anyone
can be his or her own Leonardo.

Compare this latter conceit with this author's assertion that one
of the implied functions of Mona Lisa jig-saw puzzles and
similar craft items, is to allow the user to play-act the role of
Leonardo as a creator of masterpieces. See: Text Reference.

fig. 17c.
Jeff Nishinaka, a Paper Sculpture of the Mona Lisa
used in an advertisement for Savin Copiers
as appearing in American Way,
published for American Airlines, February 15, 1998.
   

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