RM58 (Nuova Suzuki Alto)
A new type advertisement, at least I think. It grounds on a rebus, with its solution, and on a double hidden opposition, semantic-grammatical and of colour.
In the image, the affirmation Nuova Suzuki Alto. 20 chilometri con un litro /New Suzuki Alto. 20 kilometres with one litre of gasoline, becomes denied from the background great red-clear writing NON CI CREDO / I don't believe in it, which occupies nearly all the field. The reading of this rebus becomes NON (auto) CI CREDO / I don't believe in a car, solved from the white writing Nuova Suzuki Alto. 20 chilometri con un litro /New Suzuki Alto. 20 kilometres with one litre of gasoline.
In the emotional non-dominant half-brain the writing in white becomes black and that in red becomes green. Moreover, there is a meaning change, for which NON CI CREDO becomes CI CREDO / I believe in it. On the contrary overthrow of the other affirmation can become Vecchia Suzuki Basso. Non 20 chilometri con un litro / Low Old Suzuki. No 20 kilometres with one litre of gasoline or can give a not understandable result.
The CI CREDO / I believe in it, of the emotional half-brain, which occupies a larger brain space, if it not confirms the overthrow on the contrary of the writing in black, confirms however the white writing of the image, which so receives either a rational confirmation and an emotional confirmation.
That is diabolic!
Ready made
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