Semiotics?
On Nicholson St in Carlton.
I love the heritage of some of these signs. They have an earnest artlessness that imparts a real sense of place and time. Artlessness isn’t something that goes much with marketing, where the awareness and associations tend to be managed to the nth degree. Even seeming artlessness is often highly staged, such as RACV’s Jason call centre ads or iinet’s BOB. I reckon there’s a case for preserving as much true, authentic artlessness as you can find in a heritage brand. Where people have become wary of agency schmick and having their psychology over-understood, artlessness is a refreshing reminder of a different meaning for consumer orientation.
