Applied Culture

“ J.G. Ballard’s first professional job as a writer came when he was just 22 years old — as a copywriter for the London-based advertising agency Digby Wills Ltd. He remembers writing ads for a company called Pure Lemon Juice in the three or four months he was employed there, but no doubt the restricted creativity of copywriting didn’t appeal to the young and restless Ballard, and his career next veered into the eat-what-you-kill occupation of door-to-door encyclopedia salesman. From fruit to nuts. But one must assume something about print advertising’s combination of truncated text and stylized design must have had some underlying influence on the young Ballard. His fascination with the structure of advertising — an idea neatly contained in a stylized box, exuding promises of fulfilled desires — and the advertising man himself (both Crash and Kingdom Come feature admen as protagonists) crops up regularly in Ballard’s work from 1958 onwards. One can even trace this interest back to Ballard’s Shanghai youth, where, sharing his interest with the cinema, radio, and comic books, he has repeatedly told the story of his fascination with glossy American magazines and their otherworldly pitches for big cars, washing machines and sexy fashions. The aesthetic of the advertisement appears again and again in Ballard’s work, and it may be informative to examine these ersatz works in detail.