My Media Product - A Print-based Advertisement Poster

I created my media product in Photoshop. It is a print-based advertisement: designed as a poster and also suitable for a magazine page ad. My advertisement product and brand were both made up by myself and consist of a make-up product (an eyeshadow palette) by BOOM luxury products. I also produced the photographic content of the poster myself.

The Production Of My Media Product.

Below are the photographs used in my media product:

 

I created my poster using Photoshop:

Miss Selfridge Website.

From looking at the 'Miss Selfridge' website above, it is apparent to the viewer that they are looking at a women's clothing shopping website as it follows typical codes and conventions of fashion clothing websites. It features female models only: that's how the viewer is able to depict the fact that the website is not aimed at a male target audience. Feminine text fonts and logos, and also the colour pink is used (which is obviously often associated with femininity.) The pink colours are likely to appeal to a female audience who are interested in fashion - and if the website is aesthetically pleasing on the eye, the viewer is more likely to view the products which the store has to offer.

The website also suggests that women should be conscious of how they look and what they wear. All models are attractive and are wearing fashionable items of clothing. The clothing also appears to be smart and casual at the same time - allowing it to appeal to people who wish to have a casual look and also those who aspire to look more sophisticated.

The models are also empowered through their positions in terms of camera angles. The low camera angles make the females appear more powerful - making the images also very powerful - perhaps this relates to confidence and how the viewer would look wearing these products, and perhaps how they would feel wearing them. The portrayal of the empowerment of women can also be very pleasing for a female audience.

The text within the website appears to anchor the images within it. The website homepage has not been 'taken over' with masses of textual information but alternatively words such as 'Chic Pleats' and 'Spring Denim' - these simple words make the website easy on the eye.

Overall, the website appears to be delivering the message to the audience that 'looking good and buying clothing from Miss Selfridge will make you more desirable.'

Another Juicy Couture Ad...

                                             

Whilst viewing this advertisement I understood the significance of the conventions used by looking at semiology, and began to interpret them in my own individual way. The first thing which grabbed my attention to this image was the fact that the woman appears to be sort of 'blowing the man away', and also the fact that she stands out a great deal more than the male who appears more in the background. I think that this is reaching for a female target audience who associate this action with the empowerment of women because perhaps this image is symbolic of the fact that women have power over men when wearing this perfume, and therefore 'blow men away.' Also, the use of an elegant looking woman placed with an attractive male and the fact that she is in control connote the fact that with this perfume she can get attention from attractive males, and also the fact that she is in control connotes that women who wear this perfume are dominant and in control.

The meaning of this advertisement is anchored through the use of signs and objects and the relationship between them. The 'Juicy Couture' text is iconic - the viewer can easily recognise the fact that the product being advertised is one belonging to the brand Juicy Couture. The rather large perfume bottle allows the viewer to then depict that it is a new fragrance that is being advertised. The placement of the perfume bottle is indexical - the audience are highly likely to logically connect the perfume with the brand. The mise-en-scene of the perfume bottle also connotes a sense of regality which is then reinforced through the photographic rhetoric and composition of the brand name and text.

This advertisement is also very symbolic, mainly due to the connotation of the word 'Couture,' which also appears to be the perfumes name. The viewer is able to learn the conventional meaning being represented, i.e. an expensive perfume for an extrovert person - because of the phrase 'show off.' Also, the pink glitter can be associated with femininity and glamour which reflects the overall meaning of the advert. 

The males eyes also appear to be covered by his hair, where as the female is engaging with the viewer; holding a direct gaze. This allows the audience even-more-so to depict that the female is in a powerful position. This can be quite aesthetically pleasing for a female viewer, or also an interesting one that holds their attention as it isn't a dominant ideology within society. Also, the typography in the text 'do the don'ts' is in a strong, bold type - which was often used in the era of English rebellion and punk; the gold chain on the perfume bottle and the black dress appear to somewhat convey this era. This appears to be counter typical as traditionally in perfume adverts, white can be seen to represent innocence and virginity.

The typography in ‘do the don’ts’ is a strong, bold type which was used in the era of English rebellion and punk, the gold chain on the bottle of perfume conveys this era, as well as the black dress. This is also counter typical as traditionally in perfume adverts, white can be seen to represent innocence and virginity. The 'lipstick' typography of the text 'show off' also adds a unique female touch to the advertisement.

As the relationship between the viewer and an image can often lead to many possible meanings of a text, it is important that the adverts preferred reading is successfully put across to the audience. In this case, the preferred reading of the advertisement has been put across to the viewer through mise-en-scene and the use of layers. The male has been been featured in the background - delivering the message to the audience that he is not the main focus of the advert and can perhaps be seen more as a 'prop' than a character. The female on the other hand has been positioned more towards the middle connoting that she is dominant and that the advertisement is targeting a female audience. The text and perfume has been brought to the foreground of the image - showing that it is following the main conventions of print advertising.

How many horses do you see?

Optical Illusions (also called visual illusions) are visually perceived objects and images that differ from reality. The information that is gathered from the image is processed in the brain to give a perception that is in fact, inaccurate according to the physical measurement of the stimulus source.

In the case above, colour has been very cleverly used to create an optical illusion of more horses than there actually is within the image - when in fact it is the background which the use of the same colour(s) (brown and white) very cleverly places an image of several horses in the foreground of the image (within the viewers mind.)

It is easy to depict which horses are actually being portrayed within the image, for example, the black/brown colour of the horses tail belonging to the horse in the very foreground of the image is clearly not an illusion as the tail does not fit in with the much paler brown and white colours of the intended background.

In the grid illusion above, ghostlike grey and black circles appear when this image is viewed - then when you look directly at an intersection they disappear. Shape, position, colour, and 3D contrast converge to product the illusion of the dots at the intersections.

In the image above, the black dots appear to form and vanish at the intersections of the gray horizontal and vertical lines. If you focus your attention on a single white dot, both grey and black dots appear, and if you scan your eye across the image more black dots seem to appear. The effect is reduced when you position your head to an angle, and if the eye is moved very close to or far away from the image the black dots do not appear at all.

Lunch atop a Skyscraper.

The very famous photograph above is of New York 'Construction Workers' having their lunch on a crossbeam, and was taken by Charles C.Ebbets during the construction of the GE Building at Rockefeller Center on September 29, 1932.  The photograph is of 11 men eating lunch whilst sat on a girder with their feet dangling above New York City.

This photograph personally makes me feel uneasy just looking at it as there are no safety nets in sight or belts around these men. As a viewer I became instantly emotionally involved in this photograph: it provokes fear and at the same time excitement - associated with the bravery of these men. I almost feel as if I am on the girder myself. As the photograph has been taken from a lower angle than where the men are positioned, it almost empowers them - although they were all working class men, from the position that they are in it is almost as if you are admiring them from below - this once again can be associated with their bravery.

What mainly keeps my attention on this photograph is the actions of the men within it. They all look so calm and collected (talking, eating, and smoking) - except for the man who is positioned on the very right hand side of the girder. My eyes always focus back to this character within the photograph, as I feel that he is connecting more with me as a viewer - and perhaps his gaze has some sort of hidden meaning. He's looking directly at the camera and has some-sort of liquor flask in his hand. He looks somewhat lost compared to the other men, perhaps he doesn't want to be there - maybe he's only up there risking his life in such a job because he has no other option due to the depression era. Also, if he is carrying alcohol it seems a very dangerous place to be drinking it - these men appear pretty much fearless.

He also does not appear to be engaged with the other men, perhaps representative of the fact that he is a loner, or being rebellious. This all relates back to how the narrative of an image can change when the picture itself is broken up into separate parts - in this case the photograph appears to now be of a man sort-of posing for the camera - as opposed to a more casual photograph of a  group of men and their working lives. The view also appears completely different - from this angle the girder could be above perhaps any city in the world.

In terms of lighting, the men and girder also appear to be darker and more in focus than the background of New York City, this makes them the clear subject of the photograph.

Information About the Viewer.

The viewer does not just witness a light-structured object but arrives at a conclusion through mental operations. Visual perceptions are determined by numerous mental activities... 'memory, projection, expectation, selectivity, habituation, salience, dissonance, culture and words' (Carolyn Bloomer)

Julian Hochberg (1970), found that human eyes constantly move as they scan an image - the viewer constructs the scene with short-lived eye fixation and the mind combines the elements within the image into a whole picture.

Mario Garcia and Pegie Stark also used an eye-track testing machine and found that the content, size and placement of artwork or photographs are more important than whether the image is in colour or in black and white.

Video Gaming.

For games to be successful today they have to look exciting, have excellent graphics and be different from past releases. Call of Duty is a first-person and third-person shooter video game - and I am using this as an example.

What is included within a video games frame at all times is highly important as is mise-en-scène - the content within each frame is what 'grips' and draws the viewer in. It is important that they are kept entertained at all times in order for a game to be completely successful - therefore the imagery has to be captivating enough to make the gamer feel part of the action and setting as opposed to the reality of just pressing buttons on a console-pad. Originality is also important in video gaming - using this game as an example: the original and extraordinary imagery is what grabs the viewers attention initially making them want to purchase the product.

This game has a good plot and excellent graphics which attracts the viewer to the game. The fantastic level of action also allows the viewer to become emotionally wrapped up in the plot - people claim that they experience nervousness, fear and anger throughout the game. The combination of shots within the scenes also make it exciting. For example, close-ups and extreme close-ups engage the audience with the characters within it on a personal level. And the long and extreme-long shots allow the viewer to connect with the setting.

The menus and interface have also been kept simple in this game, but are very effective and easy to use. It is presented in such a way so that it fits in with the theme of the game at the same time as being suitable for people of different intellectual abilities (see below.)

Linear perspective has also been cleverly integrated into this video game. For example, many views are created through other objects (i.e. a building window or vehicle). The viewer cannot perceive any difference between the view of the object and the view of the actual intended scene (as in real life). This makes the game very realistic and therefore gripping.

The imaginary worlds portrayed within the game allow for the thrill of discovery. The viewer becomes addicted to exploring the games imagery. The narratives which unfold within these 'worlds' largely contribute to keeping the viewer interested - the imagery has to make the viewer care about the places, people and objects being portrayed, so that in addition to the adrenaline and the rewards of addictive game-play, they have an emotional investment in the 'world.'

The animation within this game also looks real - the 3D characters portrayed within it almost look like real-life people, making it much more realistic and aesthetically pleasing on the eye. Colour and mise-en-scène has been greatly considered in the production of this media product particularly in terms of binary oppositions - the colour black is often used with the portrayal of 'bad' characters along with dangerous objects. As the colour black is often associated with the bad, this symbolism allows the viewer to easily establish the roles of the characters in game-play. The main character within these games are also often admirable in the way in which they look and present themselves, and objects of desire are often used such as 'nice cars' as they are pleasing on the eye.

My Book Cover

As I love reading I thought that I would attempt to make my own book cover. The text (title of the book) anchors the image as the title relates to the image of the nonidentical leg tattoos (minor details make them nonidentical). The way which the text is presented also fits in with the title as it is 'uneven.'

The photograph of the feet turned in and the knees somewhat close together somewhat represent and give the feeling of being 'huddled together' and protective of oneself - this fits in with the characters intended unbalanced/unstable life - giving the viewer of the book cover and indication as to what the narrative is about. The tattoos are unique and also symbolise different perhaps denoting her characteristics.

The homely environment, i.e. bedding and carpet, allow the viewer to relate more to the novel - as it is highly likely that the target audience of the image and book cover are going to be from a homely environment the bedding and carpet allow the viewer to relate particularly with the setting.

The toe rings on either foot (on the same toe(s)) are also there as a symbol of the fact that the character does actually become balanced (although it is hard to see at first). The pink rose tattoos on either leg symbolise the grace and gentleness (almost frailness) of the character. They could perhaps also represent that this character is going to be admirable in some ways and that the viewer is going to sympathise with her in others - as roses are often sent to convey admiration and sympathy.

The dark coloured bedding also allows the legs and leg tattoos to stand out - pushing them into the foreground and making them the key image (to establish meaning from.)

Denotation and Connotation in a Still Life Painting (Pieter Claesz)

Vanitas is a type of symbolic work of art particularly associated with Northern European still life painting in Flanders and the Netherlands in the 16th and 17th centuries. Paintings executed in the Vanitas style act as a reminder of the transience of life, the certainty of death, and the futility of pleasure. They also provided a moral justification for many paintings of attractive objects.

Common symbols within these still life paintings include skulls - which act as a reminder for the viewer of the certainty of death, rotten fruit which is used to symbolise ageing and decay, bubbles to represent the brevity of life and musical instruments, which symbolise the brevity and the passing of time in life. The musical instruments in particular can represent the pleasure of music and it's transience, a metaphor for the fact that life's pleasures are not permanent. Flowers, butterflies and fruit within these paintings are also often associated with this morbid theme - lemons are often used within Vanitas (or Vanitas style paintings) to symbolise the bitterness of life.

Society's awareness of death was not abandoned with the end of the Twelve Year Truce - in the 1620's society suffered from two outbreaks of the Plague, this may account for the content of Vanitas paintings, whose recurring motifs, particularly the skull, was a constant reminder of morality.

However, there remained a redeeming Christian reference, the chaplet of corn on a skull, a reminder of the Resurrection. Fuchs suggests that this density of morbid symbols would have appealed to the intelligentsia at Leiden University, centre for the study of Calvinism. (R.H.Fuchs, Dutch Painting, (London, 1994), 115.)

Symbolism was present in every form of 'Still Life' but never more significant than in Vanitas work where everything spoke of the inevitability of death. Examples of these symbols are in the paintings above, such as the violin which is symbolic of the vice of enjoyment and the fading of music, and the burning candle which screams out the message to the viewer that life will eventually end.

Traditional still life painting is still attractive - simple light, simple techniques, and a simple set of objects create a sort of dignified feeling. Still life paintings such as these are very rich in historical and cultural connotation.

Size, Scale and Distance (Drawings)

(Apologies in advance for my rough child-like drawings but they have just being used to illustrate the point I am making)

The size of the figures within an image can have a completely different effect on the narrative - in the image above there is a clear close chase between the two figures, where as in the drawing below there is a much more distant, unclear and less tense chase. The drawing above appears unrealistic in comparison to the drawing below - in relation to the size of the pathway the larger character should be a lot smaller to fit in with the size of the other objects and figure within the drawing. The character which is supposed to be in the background appears to be much larger than the character in the foreground and also appears much closer to the viewer. Where as in the image below the only difference is that the figure in the 'background' has been made smaller making the distance of the path look greater and the character a more realistic size.

New Moon Film Poster

Firstly, the title of the film is in a golden colour which makes it stand out from the rest of the poster, and the style of writing and font is simple. As the film is predominantly for a young teenage audience, the poster has to be reasonably simple and information should be preferably presented through imagery rather than text. The date of when the film is released has also been included underneath the film title - reminding the audience that this is an important date.

The thick mist along the bottom of the poster creates a supernatural and eerie feeling to the image. It also relates to the fact that the theme of the film is mysterious and unclear. The main light is on the characters' faces which draws your attention to their facial expressions, the background is also in a sepia tone which makes the main characters stand out and shows that they are the main focus of the film - in a film poster the key image is the most important feature as it's what draws the viewer in and gives a good indication as to the narrative of the film. The positioning of the characters within the key image show that Edward (the antagonist of the narrative) is being 'pushed out' - it gives the impression that the other male character (Jacob) is trying to protect the female character (Bella) from him as he has been positioned with his back towards Edward. The two males also have their fists clenched which emphasises the tension and anger between the two characters. The antagonist also has a tense look on his face and his face is turned towards the other male character which delivers the message to the audience that there is in fact, some tension between the two males.

The female character appears to be looking straight ahead at the viewer, this somewhat draws you into the poster as she is engaging with the audience on a more personal level than the other two characters which makes you concentrate on how she is being expressed as a character - her facial expression gives the impression that she is confused and her face looks very vacant. This portrays to the audience that perhaps she is the reason for the tension between the two male characters (perhaps a fight for her affections). Bella looking ahead could also be representative of the fact that she is impartial and isn't taking sides. However, after noticing that her hand is placed on Jacob's arm I got the impression that she feels safer and more secure around him - it also emphasises her vulnerability.

I have realised that body language is always an important element to consider when creating art or any form of media product in general as it is often the most important feature that carries hidden meaning and will sell itself to the viewer.

Colour is also an important factor in establishing meaning. In this case, Edward's dark clothing has connotations of him being evil and sinister in comparison to the other two characters who are wearing lighter shades of clothing. This could suggest to the viewer that he is the 'bad guy' or somehow going to be placed in the wrong within the narrative.

The trees in the background also add a sense of mystery and darkness to the image - especially as the trees become less clear as they are positioned further into the background - to me as a viewer this creates a sense of uncertainty because some of the background is covered by fog and mist. The moon in the top right hand corner fits in with the title of the film, it is also bright as it is emphasised by the saturated background and therefore stands out - perhaps expressing the fact that the moon may be highly relevant in the films narrative.

Avatar Trailer (Mise-en-scène & Camera Shots)

Avatar (2009) is such a visual film that has gained fantastic reviews for it's amazing special effects. The film is set on the mysterious moon Pandora in the year 2154 and the films narrative revolves around the story of marine Jake Sully and his interaction with the native inhabitants of Pandora, the Na'vi, through his avatar body.

At first minimal information is portrayed within the trailer - this seeks to build tension. The pace then begins to pick up as the action on scene becomes more dramatic, giving the trailer a sense of urgency. There is also an adequate amount of gentler shot pacing to emphasise the 'mysticalness' of the shot.

In terms of mise-en-scène, Avatar is predominantly CGI, therefore the trailer provides a preview of the amazing technology used within the creation of the film. From the portrayal of creatures and terrains within the video clip, it is made obvious to the audience that the films narrative is futuristic and set in 'another world.' In the opening shots complex computer and medical facilities are shown which emphasise the futuristic nature of the film. I think that mise-en scene is one of the most important elements of a trailer as what the viewers see within the short film effects their opinion on the entire movie.

There is a huge variety of camera shots within the trailer - ranging from extreme close ups to grand wide shorts. The first shot is of, presumably, the main characters eyes opening. This is really effective because it is almost symbolic of where the narrative begins. Then, by huge contrast the second shot is of a large spaceship/satellite - this is exciting and creates a certain degree of tension for the viewer, as well as establishing the genre of the film.

There are two genres of shots within the trailer - 'action' and 'mystical' ... there is a combination of imagery of military machinery and weapons combined with images of 'alien-like' creatures within their own mystical world.

Overall, the trailer successfully engages the audience with it's unusual/exciting imagery and amazing display of fantastic computer generated imagery. It also successfully makes the viewer want to watch the entire film - as it draws the viewer in by inferring war.

Verdadism - Soraida Martinez.

The word Verdadism was coined by Soraida Martinez to describe her hard-edge painting body of work. Her contemporary art style was created in 1992 and her work juxtaposes figurative abstract paintings with written social commentaries. This technique used is mixed media (with oil or acrylic on canvas paintings alongside written social statements). Much of the statements are based upon Soraida Martinez life experiences and observations. Her work addresses issues affecting American society from the late 20th century to present such as stereotyping, abortion, feminism, relationships, racism, and sexism. This is a very stimulating art style as there is so much meaning within the work which prompt tolerance and a deeper understanding of the human soul.

What Prejudice Looks Like (1993)

The figure in What Prejudice Looks Like embodies the unbalanced psyche of the prejudice human being. The arms which cross the neck of the figure show the strangling of the soul when it is prejudice. Initially the unusual appearance of the painting and the bright colours within it draw the viewer in. The separate blocks of colour make the audience engage with the image on a much higher level - although at first glance it is obvious that within the painting is a figure of a person, the viewer has to somewhat concentrate and put the shapes together to establish meaning within this picture. The text which anchors the painting also communicates on a more direct level the overall meaning and purpose of the painting.

The figure within the image clearly has unusual characteristics and is perhaps symbolic of the way in which prejudice people see people with a disfigurement. The unusual shapes and green sharp teeth somewhat signify the fact that prejudice is ugly, and to me as a viewer of the painting, the disproportionate shapes, sizes and coloured sections within the image which come together to create a figure with highly unusual features - which to a certain degree communicates to me that everyone is different and that different can be beautiful and colourful too.

Interracial Family: The Way Society Sees It (1992)

"This painting is about the second marriage of my mother to my stepfather, who died six years ago. My stepfather was a Puerto Rican of African ancestry, while my mother is a fair skin Puerto Rican of Spanish ancestry. As a teenager, I always liked to observe people and evaluate situations. I remember the looks they both got when they would walk into restaurants and other public places. But the worst part was when my stepfather was dying and I overheard a nurse joke to another nurse that she didn't know that my mother was his wife because "she's white and he's black." - (Soraida Martinez)

The two large figures within the painting portray different races, and the third smaller figure represents the union of these two different races. The child figure adds a great degree of meaning to the image as it represents the in balance and awkwardness with how society sees interracial relationships. This shows that size can be successfully used to not only establish an action narrative or for empowerment but to establish hidden meaning also. This painting creates the eerie feeling to the viewer which prejudiced people experience when they see two people of different races together. 

The figures are featured standing very close together, and also within the shapes you can see that they have their arms around one another. This creates some sort of 'stand' against colour prejudice - there is nothing wrong with interaction between those belonging to different races and I personally think that even at a first glance this is presented clearly within this painting.

As I live in a very mixed race city, I have decided that within my product it would be a good idea to include people from various races and backgrounds, perhaps making a discreet stand against social issues surrounding prejudice.

My Poster.

Above is my attempt at making a poster advertising a hair volumizer product. I decided to create a rough basic poster design just as an attempt at creating meaning using layout and signifiers. Firstly, I chose my product (hair volumizer) and tried to fit and relate the rest of the content of the poster to it.

I then found an image of Kate Moss with volumized hair. I decided upon using Kate Moss as a form of celebrity endorsement for my product (those who idolise her are more likely to puchase the product) - and also because she is well known within beauty and fashion industries. I cut around her hair and face and positioned her at the top of the poster - which somewhat empowers her. This will allow those who have interest in purchasing the product to relate it to the feeling of being empowered.

I then positioned the image of the product which I made in the bottom left hand corner behind a cartoon sun, allowing it to stand out - the product can now also be associated with warmth, summer and brightness. These are all often aesthetically pleasing for the typical audience. The sun is also positioned in a way so that it overlooks the boat, the boat can be associated with the luxury of the product and the waves surrounding the boat with the volumized hair, and also a possible effect of the product. Once again this gives a more summery feel and allows the product to be seen as a 'holiday product.'

The logo which is featured in the bottom right hand corner allows the poster to not only advertise the product but also the brand 'BOOM' (Which I made up.) The text within the poster anchors the images, and all of the text in general allows the poster to make much more sense to the viewer - it has made it much more obvious to the audience that the posters aim is to sell and advertise a product and brand.

The angle which I have positoned the text '...' and 'volume' are symbolic of the way that the product makes your hair increase in volume, i.e. both are positioned in an upwards direction. The use of the gold/yellow colours within the text are sybmolic of luxury and summer time, and the red for 'volume' can be associated with courage, confidence and perhaps 'danger/voltage' in the way that the hair volumizer styles your hair - as well as making it stand out. The bold text and capital letters also make the poster more eye-catching and forceful.

Gaze.

Gaze is a term used to describe the anxious state that comes with the awareness that one can be viewed;

Kress and van Leeuwen describe a two-valued relation to people depicted: either they look at the viewer, and so make a “demand” for recognition, acknowledgement, response, or they are not looking at the viewer, and in a sense “offer” themselves for viewing as “third persons” ( Reading Images, pp. 121-130.)

Hieronymus Bosch's - The Conjurer.

While the other figures within this painting above observe other objects, the woman in green observes the viewer. The painting thus makes the viewer aware of being on display (the woman in the green is holding an extra-diegetic gaze and the others are displaying an intra-diegetic gaze.)

As a viewer this makes you feel more included in the painting, as well as more aware of the presence of the woman wearing the green drawing much more attention to her than the rest of the women within the image. Perhaps this was a technique used to highlight her importance because it definitely makes her character stand out. In this case, Bosch has successfully managed to establish some-sort of relationship between this character and the viewer. In order to highlight someones importance or role within the narrative of an image this is clearly a successful technique to use...

Fashion (Juicy Couture)

The image above is an advertisement promoting the brand 'Juicy Couture.' Juicy Couture is a contemporary line of casual and dressy apparel based in Los Angeles California and they are known for their signature velvour tracksuits as well as other clothing and accessories. The line is sold in upscale department stores such as Bloomingdales, Gus Mayer, Nordstorm and Saks Fifth Avenue. Juicy Couture is marketed as a high-end clothing line aimed at people within the age category for 10 and 26.

In terms of graphic design, the 'Juicy Couture' text brand logo within the image accompanies the visual message - by including this the image now makes much more sense to the audience as it informs them of its purpose. It has also been used as a device to persuade the audience to purchase the products that they are discreetly advertising within the picture.

With the use of advanced technology this image has been made to look particularly flawless; it looks somewhat unrealistic and almost magical in the way that it is presented (the content is far from what you would percieve a picnic with friends to appear like in a real-life situation) - it is farfetched, glamourous and provides escpaism for the audience. Perhaps a hidden meaning here is that if you purchase and wear their products you can be and act like the people portayed - unique, free and exciting.

As the image is very different to those that you generally see in fashion advertisements it stands out. Elements such as the busy foreground of the picture (made up of unsual objects), uniquely dressed models displaying 'random' actions, and the bold, bright(ish) colours within all contribute to this. The colours used in particular create a very summery, adventurous feel. The narrative of the image (the enjoyment of a picnic), the clothing i.e. skirts and t-shirts, and the use of natural and bright colours allow the audience to depict that a purpose of the image is to attract their attention to Juicy Couture's summer product range. The background also appears out of focus in comparrison to the foreground, this makes the more important details within the image stand out at the same time as allowing the more natural setting to still be depicted.

The whole mise-en-scene of the image is very unusual in the way that it appears to present it's narrative, it takes the viewer to a happy place and expresses the enjoyment of the people within the setting. The setting is peaceful, and the combination of the trees in the background and the model playing the guitar make this more obvious to the audience (the sound of a guitar is often associated with a sound that soothes us). There is great contrast between the bold colours, the actions of the models, the different objects and vibrant characters and the somewhat peaceful narrative the image portrays. This makes the image interesting, individual, and almost 'dream like' - as the viewer of the image you are almost there wrapped up in this everyday event which has been made so look so unusual, peaceful, colourful and vibrant all at the same time. This image is very fun, it almost makes you want to join in with their party. Perhaps a message here is that if you purchase their products you can share the same kind of excitement being portrayed.

The viewers eye moves around this image with curiosity, the overall picture keeps the eye very busy and definitely holds the viewers attention. As a viewer you want to know what each of these characters are doing and find some sort of explanation for their behaviour, they obviously look comfortable and relaxed in this setting enough to behave and dress so unusually - this promotes their comfortable, attractive clothing range and the confidence associated with wearing it. The eye is led around the entire image before focusing on specific interesting images, for example; as a viewer I was attracted to each of the characters clothing, their actions and then to the random objects which (when given time to think about it) actually fit into the setting just in this case in a 'loud' kind of way. Perhaps this shows how much thought was put into the creation of this image - the creator wants you to notice the clothing then associate them with the actions and surroundings.

As the viewpoint of this image is also at eye-level, it allows the image to connect with the audience much more - you become the models' equal allowing you to identify and relate to them more easily. It also makes you feel much more like you are there with them.

The physical appearance of the models within the image also cannot be evaluated on a personal aesthetic level or by artisic preference as there are no universally agreed upon principles of beauty and ugliness, and in this image there is no specific focus on any particular model or their beauty. This not only allows their products to reach out to a mass audience but allows the clothing which the models are wearing to make a statement as opposed to the models themselves - which relates to the aim of selling their products.

It is obvious to the viewer that the intended target audience for the image is both male and female as models of both sexes are portrayed, and also those belonging of a young age similar to that of those presented within the image. All the models are also posing differently perhaps this was a technique used to portray individuality  - reaching out to a majority rather than a minority.

As a person who likes Juicy Couture, I found much meaning within this image. For exmaple, the cake that has been positioned within the center of the frame (perhaps to draw the viewer in as the cake itself is a piece of art) can be associated with 'sweetness' - as a large amount of their clothing is of pastel, 'sugary' colours (although not expressed so much in this image) this sweetness may relate to the appearance of some of their popular clothing lines. The sweets within the foreground may also relate to this.

Another Juicy Couture image that interests me is the one above, which is advertising one of the brands signature perfumes. Once again this image contains unusual objects which do not appear to 'fit together' to create a whole; such as the zebra's head placed on the wall, the surf board and the oversized shoe on the floor. These objects once again make the image unique and are certainly intriguing to the viewer; they almost draw the audience in. The light coming from the window also makes the picture bright and stand out rather than dull as much of the foreground appears. What interests me most in this image, however, is the size of the perfume bottle, it absolutely dominates the picture and takes up a large amount of the frame. This to me, was an obvious attempt at showing how empowering the perfume can be -  and the models within the image are almost worshipping the perfume by surrounding and touching it. This perhaps represents the quality of the product and how sucessful it is.

He is highly regarded as one of the most prominent explorers of visual communication and sight-related theories. He described "seeing" as being the sum of sensing, selecting, and perceiving...

"The more you see, the more you know."
- Aldous Huxley

Dior - J'adore (Charlize Theron)

In terms of composition this television advertisement has been put together with conscious thought certainly relating to design, form, visual ordering and formal structure. In this advertisement celebrity endorsement has certainly been used as a technique in order to grip the audience. As Charlize Theron is well known, those who idolise her in some way or aspire to be more like her are more likely to purchase the product. I have chosen this advertisement mainly because to me as a viewer it generates a lot of meaning.

Firstly, when Charlize removes her clothing towards the end of the advert this appears to symbolise confidence and the feeling of being sexually attractive without clothing. Perhaps this technique was used so that women associate wearing the perfume with confidence and attractiveness, encouraging to them to purchase the product.

As the media texts primary function is to possibly promote Dior as well as to sell the actual product, text is provided at the end of the advertisement which anchors the images within it. This makes the meaning of the images within the media text more obvious to the audience.

Theron's pose is seductive, but not too revealing - to me this signifies class. Also, her direct gaze not only connects her with the audience but delivers even more confidence.

The furniture in the background is periodic which symbolises wealth. This suggests that the perfume is designed perhaps for those belonging to a high(ish) socio-economic background and also shows to a certain degree that the perfume is 'classy.'

The tanned, golden colours within the advertisement make it very sophisticated and also symbolise wealth. Charlize herself appears 'golden' making her look healthy and attractive.

The viewpoint greatly influences the viewer's interpretation of the image, Theron works with the camera, and the low camera angle empowers her, allowing her to dominate the screen. She also appears more dramatic as she almost fills the frame - all attention is diverted away from the background and on to Charlize Theron.

In the media text it is also apparent that stereotyping is a technique that has been used. The advertisement is very feminine in the way that it empowers women, and personally I think that many women will hold many of the same values in which the advert portrays.

My Morning Walk

Firstly, I determined what the focus of my photographs were going to be. In order to remain organised, I composed the pictures elements according to my points of interest that I came across. The elements of my photographs have been arranged with the consideration of several factors in order to create harmonious wholes. My aim was to take photographs which would work together to produce a desired statement - in this case a sense of peace and harmony. It is said to be aesthetically pleasing to the eye if the elements within the work are arranged in a balanced and compositional way.

 The curved lines within these photographs create a sense of flow within the images - making them more aesthetically pleasing as they are associated with soft things. This provides a greater dynamic influence in the photographs. The curved lines within the images also give grated shadows - this paired with soft-directional lighting results in a very harmonious line structure within pictures.

Oblique lines within the water of the photographs and often also the grassy banking convey a sense of movement. This makes the photographs appear more 'wild' and natural.

Colour is often associated with particular moods, in this case the natural green and brown colours within the image contrasted with the natural light from the sun reflecting on the water creates a sense of peace. The white can be said to symbolise the purity of the natural running water.



Oblique Lines



    

Natural Light

                    

The distance from the intended subject (in most cases in these photographs the subject is the stream), also effects whether the photograph is actually a scenic view or of something in particular. Positioning also effects how the viewers eye is led around the image. For example, in the photograph above the eye is attracted to the light being reflected in the water before gradually taking in the entire image as it is in central position and also stands out against the more 'dull' natural colours. Where as in most of the photographs above the eye doesn't just focus on mainly one part of the image but is led around both the foreground and background.

The overall effect of these photographs reflect my mood on my walk this morning - it gives the viewer a sense of peace and harmony - and perhaps of being at one with nature along and the natural. The realistic imagery also gives the viewer a sense of actually being there.

Lighting and Photography

'Understanding lighting is fundamental to good photography and a good photographer learns to paint with light. How any image is lit will change how the viewer sees and interprets the content.' (David Prakel - Lighting, 2007).

It is mastery of light that marks out the work of the truly great photographers. By knowing the rules that light obeys and understanding some of it's qualities and composition can help a photographer to work with light. It is important in photography that images are not spoilt with flare, lost highlights and shadow detail or colours that lack saturation. Time of day, for example, is an important decision in photography as it determines the direction/angle of light and also colour quality. Supplementing natural light with flash can make the subject of the photograph, or landscape for example, look entirely different. I tried this out by taking photographs of a view of my garden and using the flash, no flash and auto settings on my camera (examples are below):

No Flash - natural light is visible giving the image a more realistic effect. The natural light allows more detail on the trees to be depicted, and there is also enough light given to show some detail of the flowers. However, the image is quite dark and gloomy which is not always appealing for a viewer.

 

Flash - Using flash often results in loss of detail, and in this case there quite a difference in colour and focus of detail. However, this photograph appears much less 'dull' and much more summery.

Auto - This photograph contains a reasonable amount of detail and light; it's a fairly good balance between the other two photographs.

Studio photographers, however, definitely have the greatest control over light.

'Through this photographic eye you will be able to look out on a new light-world, a world for the most part uncharted and unexplored, a world that lies waiting to be discovered and revealed.' - Edward Weston (photographer)

It is important when looking at photographs to not only see the subject, but observe how the subject is lit;

                                                          (Barnstorm - David Prakel)

It is important to not point the camera at the sun as it often takes on the form of the subject as opposed the the intended subject. An example of this is in David Prakel's photograph above; the light itself has become the subject of the photograph. The lighting in this case has created a sort-of contrast between the foreground and background - in the foreground there is much more detail being portrayed, where as the background is much harder to make out because of the light from the sun. In my opinion, whilst looking at this image, the lighting makes it easier for you to place yourself in the scene - to a certain extent it is realistic because often we are somewhat 'blinded' by the sun. Whether intended or not, the subject is now the lighting - as a viewer you are drawn to the details which the lighting highlights rather than the barn in the center of the image as any detail on the barn (which is likely to keep the attention of the viewer) has been lost through lighting.

The photograph above was taken by myself. I purposely included aimed my camera towards the sun light to see how the image would turn out. In this case, just like the image above it has added more detail to the foreground of the photograph and has a less detailed background. As mentioned above this gives a realistic effect of actually 'being there' for the viewer, as your view is generally restricted when you are 'blinded' by the sun. The lighting in this case also adds more detail to the thorn plant in the foreground of the photograph. In my opinion the natural light from the sun in this case makes the photograph unique in it's detail and in some ways quite attractive, but on the other hand the image could have been much more interesting for an audience if it had more background detail.

William Hogarth - Satire on False Perspective (1753-4)

Satire on False Perspective is an engraving created by William Hogarth in 1754. It greatly centers around linear perspective (an approximate representation on a flat surface of an image as it is seen by the eye), scale and distance. This image however, creates a false reality as it includes many deliberate examples of 'confused and misplaced perspective effects' - the scene can be said to be an example of impossible objects. The intent of the work was given clearly by it's subtitle featured underneath the image: "Whoever makes a DESIGN without the Knowledge of PERSPECTIVE will be liable to such Absurdities as are shown in this frontier piece."

The man portrayed on the hill stands out against the lighter hills, and therefore was the first apparent illusion to me as he appears not only to be portrayed as a very large and giant-like character in the distance but he also appears to be lighting his pipe with the candle belonging to the woman who is leaning out of the window. This has been very cleverly done, as visually this appears to be what is happening in the image - but in reality and from our memory and knowledge of distance the hill is actually distant from the building as they are separated by a bridge and land.

The second apparent "error" to me is the fishing rod line belonging to the man in the foreground as it passes the one belonging to the man behind him. The sign coming from the building also in the foreground is being overlapped by two trees in the distance. The swan in the distance also appears remarkably larger than the men in the boat - this is a fine example of why object size within an image is very important; everything has to be in proportion to ensure realism is given to the image.

Similarly, the crow perched on the tree in the background is huge in comparison to the tree, and this line of trees are perhaps representative of how the further away an object is aimed to be portrayed, the smaller they should be - but in this case it has been reversed.

Objects should become smaller as their distance from the observer increases, and in the case of foreshortening the size of an object's dimensions along the line of sight should be relatively shorter than dimensions across the line of sight. Perspective (particularly scale, distance and linear space) is highly important factor that must be taken into great consideration whilst communicating visually.

Advertising, and How People Gazing/Posing Conveys Visual Meaning.

In advertising people are often used to establish meaning and create a desire to purhcase the product or fulfil what the advert is asking of the consumer. The portrayal of image is highly important in advertising, as the saying goes "a picture is worth a thousand words" - each image which we see creates a different feeling which creates an action or reaction. The practice of using images to assist messaging in communications is referred to as visual communications and is an important marketing stratedy. I have learnt that it is important to create advertising and marketing using images that allow the audience to construct meaning and take an action that is profitable to you, or the texts success...

People, often who we can relate to or who we are likely to desire to be are used often in advertising. The way in which they act, look and pose are often highly important factors contributing to the success of the product. Kress and van Leeuwen described a 'two-valued relation' to people depicted: either they look at the viewer, and so make a “demand” for recognition, acknowledgement, response, or they are not looking at the viewer, and in a sense “offer” themselves for viewing as “third persons” (Reading Images, pp. 121-130.)

Marilyn Monroe - Jon-Jot Cosmetics Advertisement

For years, people have been used as an ideal source for selling products in advertising. Often celebrities are portrayed in advertising to act as a form of celebrity endorsement to attract customers to particular produce. Often if current celebrities are used in advertising people who aspire to be 'like them' are more likely to respond to the advert. They act as somewhat a symbol of idealism, therefore I have come to realise that within advertising it is important that likeable looks, characteristics and values are communicated visually to the public. For example, the image above is of Marilyn Monroe, a 19th century icon - people who idolised Marilyn for her fame and beauty were likely to be captivated by such an advert. It is often important in media texts (dependant on the purpose) to make them eye-catching and beautiful. There is also a lot of hidden meaning within the advertisement, Marilyn's pose and positioning within the image empowers her - making her look confident and attractive, being powerful was a very attractive thing to be as a female in the 1950's. Viewers of this advertisement are led to believe that they themselves would be confident, powerful and attractive like Marilyn if they purchased the product being associated with her. Also, as Marilyn was a huge success during the 50's it tells the consumer that the company is reputable and is selling a good product. Therefore Marilyn's reputation is being used as a symbol of the reliability and greatness of the product.

A more recent example of a similar advertisement is the advertisement above (Kate Moss endorsing a Mascara by Rimmel London) - here I am going to talk about her gaze, pose and how together they attract the audience. Like Marilyn, once again she is empowered as she is featured above the product and we are to presume that she is modelling it. Her lips are parted which is generally associated with sex. Turning Kate into a sex symbol makes the image stand out, she now has sexual power and attractiveness - something which many women would aspire to have. She is also featured as an image of perfection - her flawless skin and perfect make-up suggest to the consumer that they could become more 'perfect' with this product. Her gaze is somewhat direct and seductive trying to 'drag' the viewer in to inspect the effect which the mascara has on her eyes. The text "Lash Alert" also anchors the image, reinforcing that the product can give you beautiful eyelashes, and therefore make you more attractive.

From attempting to briefly analyse these advertisements I have realised that in most adverts there is a GREAT deal of symbolism to be found, even in posters alone. I have also found that, although beauty isn't everything, it's certainly important in the media, and in order to 'grip' the audience it is important to create 'attractive' media texts...

The Ugly Face of Prejudice

After watching Beauty and the Beast (a recent documentary on channel 4), I was amazed at the extremes of discrimination portrayed. Each episode centers around two individuals who are often defined by the way they look. One has an intense preoccupation with their appearance and the other a facial disfigurement.

The image above, which I found on channel 4's official website, has been greatly manipulated by the photographer, especially in terms of the body language of the subjects. The pose which the female beauty-obsessive upholds oozes confidence, where as the arm-crossing pose which the male with the facial disfigurement holds perhaps suggests that he is much more defensive and cautious towards those around him and the discrimination which he has undergone. Many meanings can be established from images within the media - this one has highly likely been used to attract audience members towards watching the documentary, they have attempted to do this by creating such an interesting contrast between the two people within this image. People are interested in those who are different and unique, in many ways this image acts as a source of escapism from everyday 'normal' life and whilst, if read appropriately, also gives an interesting insight into the lives of two people with extreme circumstances and/or values. I have come to realise that it is highly important to create unique and insightful media texts in order for it to create enough intrigue to be successful.