#relacoespublicas #rp #rpmoda #pr #publicrelations » 2013 » Março » 19 » Ana Locking, what's a McGuffin?
11:33 Ana Locking, what's a McGuffin? | |
"Two
men are travelling by train in England and one man says to the other,
"What's that package up there in the baggage rack?", and the other
answers, "Oh, that's a McGuffin". The first one asks, "What's a
McGuffin?". "Well," the other one says, "It's a device for trapping
lions in the Scottish Highlands". The first man says, "But there are no
lions in the Scottish Highlands", and the other one answers, "Well,
then that's no a McGuffin!" (François Truffaut, "The Cinema According
to Hitchcock").
Alfred Hitchcock coined the term "McGuffin"
as a resource or excuse that serves as a means of beginning the plot of a
story, but which, at heart, is not really important to the story
itself. That is to say, the "McGuffin" is only a device that introduces
some kind of conflict in order to bring a story to life, and sometimes a
series of characters that have little to do with the main idea.
Without "McGuffin" there are no stories, but "McGuffin" always constitute the aspect that is forgotten first.
One of the most important aspects when
creating a story is the relationship that is established with the
onlooker. In my work I always establish references that involve the
onlooker, which establish a link between what I want to say and what
the onlooker internalises. Over time, the recurrent use of these
references and stories within my work has come to form an indissoluble
part of my brand and my own personality. However, on this occasion I
have not sought to tell my own story, but to use "McGuffins" that
enable each onlooker to develop and invent their own stories.
What really counts in the story of each
collection is the way that each person identifies with it,and in this
case it is no more than an excuse to express the great passion that I
feel for my work, to portray my own visual world packed with small
ironic references, with the sole aim of transcending the reality of
those who observe and enjoy it.
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