Dalí´s brand : lots-faces
Who are you Salvador?
Dalí personifies for a lot of people. We know that Surrealism is not just an art movement; also it’s a way of life, it´s an attitude too. But, Dalí created Surrealism or Surrealism built Dali? It´s difficult separate both concepts.
We can see different characters on long Dalí´s life. But sometimes it is impossible to distinguish between each.
Dalí was a surrealist artist but wasn´t a common surrealist. The divergence between surrealist group and Dalí it was a fact. Dalí´s attitude was the reason why Surrealism throughout Dalí from these French group.
In a chaotic world which was more and more interested in Avida dollars”. and purchases, Salvador Dalí created a reputation. Dalí introduced himself like a brand. He loved that people talked about him but he didn´t care what people said. Dalí admired the exhibitionism character of advertising and he felt identify with it. He didn’t just want to become a milestone by his pictures, he wanted to find the eternity being an art of work himself. Like good advertising that it remains on costumer mind. To gain a foothold in , Dalí used advertising and public relations strategies. He used to be a polemic person for public opinion. There were people who love him, and people who were sorry for his madness. Dalí built his brand over the eccentricity, the nuisance, and even, the madness. But this attitude didn´t please other surrealist. They didn’t understand Dalí. They refused his love of money. Even Bretón called him and Gala pejoratively: “
Dalí in the focal point
If we analyze Dalí when he lived in New York we find a celebrity. During this age Salvador approached to advertising and Medias. But contrary to people think Dalí wasn´t rich. Even sometimes, he didn´t have money for food. Salvador was so busy looking for his new personality. This character was developing at the same time as consume society. Dalí was interested in advertising and he knew how create an excellent publicity. Dalí was enough interesting for Medias. During 1940-1965 almost every day Medias talked about him. And he made an effort to be published in newspaper.
Dalí worked hard on his image. His public appearances were pretty deliberates. Dalí understood the importance of distinction from other artists, and he wanted to keep up loyal in his target. He took care of his look. Llongueras, a fashion stylist, designed for Salvador some moustaches and wigs. Dalí analyzed when he had to wear them. Dalí signed all he did, but not just with his signature, even with his styling too. The paranoia and irrationality were his motto.
The artist had an advertising career. He participated in advertising campaigns in Spain and EEUU. Also Dalí stared in some ads and he posed like a model for few magazines and spots (Lanvin´s chocolates, Braniff´s airline, Datsun´s cars, etc.) Even he created a new logo for Chupa-Chups, a Spanish company. He designed jar of perfumes and other objects.
Once Salvador Dalí declared that the best professional moment he lived, it was thanks for advertising but when advertising isn’t organized. He believed in the spontaneity.
Dalí-Gala: In love of Surrealism
If we talk about Dalí, it isn’t impossible not to name Gala; his muse, his confident. Gala was the woman who got to know the surrealist´s secrets, specifically Dalí ´s secrets. We can find all Gala´s memories in her personal journal that was published in 2011: Gala Dalí. La vida secreta. Diario íntimo (Galaxia Gutenberg, 2011) This diary was discovered at Gala and Dalí´s house: Púbol´s castell, after the death of Dalí. She was one of the reasons why Dalí was ejected by French surrealists.
“En el fondo, no sabes dónde acaba Gala y empieza Dalí”(Polo, Toni “Gala acaba con la musa de Dalí”. Público.es) said the philologist, Aguer, when she studied the Gala´s diary. Gala was affected by the artistic torment of Dalí. It wasn’t easy to live with an artist. A lot of historian or art history teachers, like Estrella de Diego, agree Gala played an important role in creation of Dalí.
Dalí wants to be Dalí
In spite of Dalí never showed himself without masks, behind all kind of Dalís they could exist, he always was aware that he had worked to find the real Salvador Dalí… his whole life. He declared: “I´m never by myself. I´m in the habit of being always with Salvador Dali. Believe me, it’s an unending party.” (” More Dalí quotes and phrases“,Spanish-Learning-Corner.com)