I always find it difficult when asked to reflect on somethings as long and involved as an entire semester. More than any other semester, I believe most of my learning involved small things, things that one can only learn through experience.
First, I have realized many of the subtleties in the creative process. The creative process does not occur within a vacuum. Creativity, especially in regards to advertising, tends to occur out in the world that we live in. I mean, that is how people are going to receive our message, whether it be at a point-of-purchase display, billboard, etc. Also, ideas can come at anytime and any place. Ideas tend to come to you when you are not thinking about the project. I had dreams about my ideas. So I consider myself a "creative dreamer." Last, most of the time a first draft will be unrecognizable compared to a final draft. The theme and idea will remain, but the way it is communicated may have a completely different look.
I thought both of the books we read were good reads with lots of information. While I did struggle at times with the books, that did not take away from the information that was presented. The most important thing I have taken away from the class is the idea that all of our views are socially constructed. Even when viewing an image, one views that image and interprets the meaning through their view of the world. I would venture to say there is not one image that is universally understood.
I would have to agree with Janet on this point. I think many of the things we have discussed in this class I once thought to be intuitive. All of the theories of visual design talked about seemed to me to be things that occur naturally in images, but I have come to the realization that these are things that I have actually learned. I can now apply these theories to my own visuals as well as identify visuals that follow these principles.
4.30.2009
4.16.2009
Moving toward the exits...
After reading the section on "The Moving Image" I began to contemplate how High Definition cameras has changed the way television and film is produced. While there can still be shots in a disconnected syntagm, can actors still be shot in different locations and then cut together to restore the connection? It would seem like the technology used would make this more difficult and would require much more planning. Maybe HD actually makes it easier to achieve naturalism or realism, I am not sure. There is also the issue of modality, and how HD can affect visual detail, background depth, light and shade, color, etc. Does this change how a moving image is viewed or has there become a new standard for the moving image and how its elements are viewed by the receiver.
I know I do not offer any solutions, mainly because I do not have any, but I imagine this would be a discussion in newer textbooks.
I know I do not offer any solutions, mainly because I do not have any, but I imagine this would be a discussion in newer textbooks.
4.02.2009
The End is Near
Modality: the truth value or credibility of statements about the world
Visuals can represent people, places and things as though they are real, as they actually exists in this way, or as though do not - as though they are imaginings, fantasies, caricatures, etc. (156) Since modes modality judgments are socially constructed, how are we to make visuals that are universally comprehended? We have discussed this topic at length in regards to the written language in our other MAPC classes. Kenneth Burke's terministic screens come to mind. Reality is in the eye of the beholder, or is defined by a particular group, which makes this task very difficult. I cannot say we have come to any particular solution to this persistent problem in professional communication.
Visuals can represent people, places and things as though they are real, as they actually exists in this way, or as though do not - as though they are imaginings, fantasies, caricatures, etc. (156) Since modes modality judgments are socially constructed, how are we to make visuals that are universally comprehended? We have discussed this topic at length in regards to the written language in our other MAPC classes. Kenneth Burke's terministic screens come to mind. Reality is in the eye of the beholder, or is defined by a particular group, which makes this task very difficult. I cannot say we have come to any particular solution to this persistent problem in professional communication.
3.05.2009
The Shape of Things to Come
Some ways that you might use shapes in your design are to:
-Organize, connect, separate
-Symbolize an idea
-Create movement
-Provide texture or depth
-Convey a mood or emotion
-Provide emphasis
-Provide a framework
-Geometric Shapes
In addition to the basic square, circle, and triangle, other geometric shapes have specific meanings, some culturally-based. An octagon, especially a red one, usually means stop. A starburst is commonly used to grab attention and identify something that is new, improved, or 'on sale.'
Natural Shapes
Natural shapes can add interest and reinforce a theme. Rather than a plain box, frame text with a coiling rope or a spray of leaves or flowers. Use a freeform, non-symmetrical shape to convey a feeling of spontaneity.
Abstract Shapes
Some abstract shapes are almost universally recognized and easily 'read' even when the text is in an unfamiliar language. The stylized wheelchair, the male and female symbols for restrooms, and the jagged steps for stairs or an escalator are some examples. Icons are often abstract or stylized shapes. For example, a rectangle with a 'folded corner' often indicates a page in a document or a word processing program. A hollow circle or oval with smaller circles on the 'path' may be a literal representation of a planetary system or symbolic of a network, such as a computer network.
-Organize, connect, separate
-Symbolize an idea
-Create movement
-Provide texture or depth
-Convey a mood or emotion
-Provide emphasis
-Provide a framework
-Geometric Shapes
In addition to the basic square, circle, and triangle, other geometric shapes have specific meanings, some culturally-based. An octagon, especially a red one, usually means stop. A starburst is commonly used to grab attention and identify something that is new, improved, or 'on sale.'
Natural Shapes
Natural shapes can add interest and reinforce a theme. Rather than a plain box, frame text with a coiling rope or a spray of leaves or flowers. Use a freeform, non-symmetrical shape to convey a feeling of spontaneity.
Abstract Shapes
Some abstract shapes are almost universally recognized and easily 'read' even when the text is in an unfamiliar language. The stylized wheelchair, the male and female symbols for restrooms, and the jagged steps for stairs or an escalator are some examples. Icons are often abstract or stylized shapes. For example, a rectangle with a 'folded corner' often indicates a page in a document or a word processing program. A hollow circle or oval with smaller circles on the 'path' may be a literal representation of a planetary system or symbolic of a network, such as a computer network.
2.25.2009
A Mere Formality
I got the title for our next series of readings from a quote on page 1. Kress and Leeuwen assert "grammar has been, and remains, 'formal'" (1). So naturally I ask, what does it mean to be formal? Does that mean there are a set of rules that should be followed or does this mean something entirely different? I imagine over the next few weeks this questions will be answered, and from that answer, more questions will certainly arise. They always do, right?
As children, we are encouraged to produce images and illustrate our written work, and "teachers comment on these illustrations as much as they do on the written part of the text..." (16). The benefit of this medium is there is not correct illustration, and images are seen as self-expression rather than communication.
I remember growing up in Elementary school where the pictures I drew where more important to what I was writing. Of course, we are still learning to write and producing images is presented to children as something they can do with any further instruction. But before we can learn how images can help us communicate a message, they are gone from our education. Around 2nd grade, images are no longer seen as important and written communication becomes the most important. Why is this?
The importance put on the visual comes and goes as we move through our education. More often than not, images are seen as a distraction from the written words, and if nothing else are seen as simply a supplement to our writing. Now, in the 17th year of my education, I am finally taking a class in visual rhetoric and learning how visual images have a language all of their own. What I am calling for is a shift in how we teach the importance of the visual in our lives. Maybe then we will understand what we are looking at when we view advertisements, paintings, photographs, etc. Maybe this type of education would help to produce a more literate, conscious public.
As children, we are encouraged to produce images and illustrate our written work, and "teachers comment on these illustrations as much as they do on the written part of the text..." (16). The benefit of this medium is there is not correct illustration, and images are seen as self-expression rather than communication.
I remember growing up in Elementary school where the pictures I drew where more important to what I was writing. Of course, we are still learning to write and producing images is presented to children as something they can do with any further instruction. But before we can learn how images can help us communicate a message, they are gone from our education. Around 2nd grade, images are no longer seen as important and written communication becomes the most important. Why is this?
The importance put on the visual comes and goes as we move through our education. More often than not, images are seen as a distraction from the written words, and if nothing else are seen as simply a supplement to our writing. Now, in the 17th year of my education, I am finally taking a class in visual rhetoric and learning how visual images have a language all of their own. What I am calling for is a shift in how we teach the importance of the visual in our lives. Maybe then we will understand what we are looking at when we view advertisements, paintings, photographs, etc. Maybe this type of education would help to produce a more literate, conscious public.
2.19.2009
Through the Looking Glass *Finale*
Sources estimate that there are 1.5 billion unique users of the Internet. While that is a lot of users, there are almost 5.5 billion that do not have access to the Internet at all. Not quite the global village we believe it is. Nor can we claim that the Internet is fundamentally democratic. I agree with the idea of the Internet becoming more of corporate marketplace than a global public forum. There are brands/products/services everywhere you look. I do not know what else to say about this. I will add more later if I think of anything worth saying.
2.05.2009
2.04.2009
Through the Looking Glass pt. 3
The time has finally come. The chapter we have all been waiting for; or at least I have been waiting for. I would first like to discuss what I have seen as three different eras in advertising.
1. The Product Era: Back in the fifties, all you needed was the "better mousetrap" and money to promote it. Advertising focused on product features and customer benefits. This was when the idea of a "unique selling proposition" came to be. By the late 1950's technology began to take off. Competition became fierce and when you came out with the "better mousetrap," two more just like it quickly followed. Advertising was no so honest. Many times you could hear a product manager saying "Wouldn't you know it. Last year we had nothing to say, so we put 'new and improved' on the package. This year the research people came up with a real improvement, and we don't know what to say."
2. The Image Era: Successful companies found that a reputation or image was more important than selling a product than product benefits. David Ogilvy was the architect of the image era. He saw every advertisement as a long-term investment for a brand. But as the me-too products killed the product era, me-too companies killed the image era. Every company tried to establish a reputation for itself; the noise level became so high that many companies didn't succeed.
3. The Positioning Era: Now companies are trying to establish a position in the consumers mind not only about the strengths and weaknesses about the company but also its competitors. The idea is to become the first brand a consumer thinks about when purchasing a product. Remember, IBM did not invent the computer, Sperry-Rand did, but IBM was the first to establish a computer position in the mind's of consumers.
I like the idea that companies are not always selling a product or service, but are selling a lifestyle. This began during the image era and continues today. Apple represents a certain lifestyle. So does Coca Cola. Coke is about family; its nostalgic. Pepsi sells a different type of lifestyle; for Pepsi it is about youthfulness.
1. The Product Era: Back in the fifties, all you needed was the "better mousetrap" and money to promote it. Advertising focused on product features and customer benefits. This was when the idea of a "unique selling proposition" came to be. By the late 1950's technology began to take off. Competition became fierce and when you came out with the "better mousetrap," two more just like it quickly followed. Advertising was no so honest. Many times you could hear a product manager saying "Wouldn't you know it. Last year we had nothing to say, so we put 'new and improved' on the package. This year the research people came up with a real improvement, and we don't know what to say."
2. The Image Era: Successful companies found that a reputation or image was more important than selling a product than product benefits. David Ogilvy was the architect of the image era. He saw every advertisement as a long-term investment for a brand. But as the me-too products killed the product era, me-too companies killed the image era. Every company tried to establish a reputation for itself; the noise level became so high that many companies didn't succeed.
3. The Positioning Era: Now companies are trying to establish a position in the consumers mind not only about the strengths and weaknesses about the company but also its competitors. The idea is to become the first brand a consumer thinks about when purchasing a product. Remember, IBM did not invent the computer, Sperry-Rand did, but IBM was the first to establish a computer position in the mind's of consumers.
I like the idea that companies are not always selling a product or service, but are selling a lifestyle. This began during the image era and continues today. Apple represents a certain lifestyle. So does Coca Cola. Coke is about family; its nostalgic. Pepsi sells a different type of lifestyle; for Pepsi it is about youthfulness.
1.29.2009
Visual Remix Sneak Peak
I threw this together in a few minutes to get my first idea down on paper. What is it? What does it have to do with Apple Computers? Well...I will tell you that the tree is linked to Sir Issac Newton. Now tell me what you think.
New Website
I have just launched a new blog entitled Think Different. The Advertising Blog. While this is not quite the same as publishing in a journal or book, it is my best opportunity to get my ideas out in a public forum. If you are interested in advertising or just visual communication, please check out my blog.
1.28.2009
Is mass media still King?
Mass media has always had a special place in my heart, and why shouldn't it. Of course I stand to make my livelihood on mass media, but it goes beyond that. I remain fascinated by mass media and how it continues to shape our culture and more importantly, our interpretations. But, I do not believe that "mass media" exists today, at least the books definition of mass media. The book implies that by definition, mass media broadcasts a singular message to the "masses." It implies there are no target markets; mass media is more like a shotgun blasts than a sniper shot. I simple do not believe this to be the case. Television now has cable networks. The masses have more than 4 channels to tune in to, in fact, they can watch networks dedicated to food, golf, tennis, home decor, etc. The same can be said about magazines, radio (esp. satellite radio), and the internet. The media today must target a fragmented audience to be persuasive.
I would also argue that the mass media brings publics together, not fragment them and tear them apart much as the book suggests. Mass media once operated under a one-way broadcast system, but has turned into more of a public forum. While the internet is the most visible medium of public forum, the evidence can be found across all mediums. The 2008 Presidential Election is a great example of the media bringing publics together. While some may argue that the candidates where responsible for bringing the country together, let us not forget that the media made Barack Obama what he is to the population. Also, we have seen many features such as CNN's iReport that has allowed the public to remain part of the conversation and not just a recipient of the message.
The book's mention of the 1997 death of Princess Diana really struck a cord with me personally. I was 11 years old when Princess Diana died tragically, and although I was very young and unfamiliar with Princess Di at the time, I can still remember all the events surrounding her death. We had just gotten a puppy, Brandy, and I had gotten up around 4 or 5 am to check on her. I found my mom downstairs watching television crying while she was watching the news coverage of the accident. While I had never heard my mom even mention Princess Diana once in my life, she seemed very upset by the event. She never could give me a straight reason why she was so upset, but now I understand better. The media was on this story so quickly, everyone that was watching really felt like part of what was happening. The images they broadcast really had staying power with those tuned in, and showed us all how fragile life really could be. The media really was responsible for creating a sense of community at the local, national, and global level.
A little research.
It would help me out tremendously if everyone took just a minute to answer the following questions:
When you think of Coca Cola what comes to mind?
When you think of Apple Computers what comes to mind?
I am attempting to get a grasp on what theses brands mean to different people for my digital remix and video. Thanks to everyone in advance.
1.19.2009
Visual Project
I have been tossing around some ideas for my visual project and keep coming back to one particular theme: Brands. While I am not sure exactly I would like to do with "brands" but I was thinking of taking a few of the most recognized brands in the world and giving them a makeover. More specifically, I would like to rebrand these companies/products. This will be a difficult task, but one that would prove beneficial to my creative thought process as a future advertisers. I would like to tackle these brands:
Through the Looking Glass pt. 2
The third chapter, Spectatorship, Power, and Knowledge, provides much insight on the visual roles/identities of males and females. While reading this chapter I began to contemplate the question that has been of much debate: Does sex in advertising sell? This is a very important question even to those not interested in advertising because it boils down to what role should you put males and females in visually.
The answer to this question is difficult to obtain. I believe this all depends on the social contexts you are operating under. For instance, women have been the object of gaze for centuries, but recently there has been a movement by women not to be objectified. I am reminded of a campaign put together by Dove a few years back that shows this shift in thinking among the public.
These are ads for Dove's Campaign for Real Beauty which portray women in very nontraditional ways. First, these are not the normal types of women you would see in an advertisement, especially for one attempting to sell cosmetics. Second, the women are looking at the camera, completely aware of the "gaze" mentioned in the third chapter. This ad does a good job conveying the message that Dove products are not just for supermodels, but for housewives, professionals, etc. This campaign has won numerous awards and was extremely effective.
So does sex sell? Well maybe if your audience is adolescent boys, but not if it is the educated public. That just is not effective anymore.
The visual landscape is also changing thanks to the ability to reproduce images. While images once spoke to a specific moment in time, the ability to reproduce images from the past has not only allowed us to see images from the past but also place those images in a new context. It has become increasingly difficult to produce a timeless image (one that will have the same meaning now and in the future).
What meaning does this image convey now? What possible messages could this image convey in 5 years, 10 years, 50 years?
The answer to this question is difficult to obtain. I believe this all depends on the social contexts you are operating under. For instance, women have been the object of gaze for centuries, but recently there has been a movement by women not to be objectified. I am reminded of a campaign put together by Dove a few years back that shows this shift in thinking among the public.
These are ads for Dove's Campaign for Real Beauty which portray women in very nontraditional ways. First, these are not the normal types of women you would see in an advertisement, especially for one attempting to sell cosmetics. Second, the women are looking at the camera, completely aware of the "gaze" mentioned in the third chapter. This ad does a good job conveying the message that Dove products are not just for supermodels, but for housewives, professionals, etc. This campaign has won numerous awards and was extremely effective.So does sex sell? Well maybe if your audience is adolescent boys, but not if it is the educated public. That just is not effective anymore.
The visual landscape is also changing thanks to the ability to reproduce images. While images once spoke to a specific moment in time, the ability to reproduce images from the past has not only allowed us to see images from the past but also place those images in a new context. It has become increasingly difficult to produce a timeless image (one that will have the same meaning now and in the future).
What meaning does this image convey now? What possible messages could this image convey in 5 years, 10 years, 50 years?
1.14.2009
Through the Looking Glass pt. 1
I would like to begin by stating that even as a future advertiser, it was surprising to read about all that images and words can mean to different people. I enjoy studying and dissecting advertisements to try and figure out what exactly an ad is suppose to mean. What emotion is it supposed to evoke? How is the ad supposed to be interpreted? Seeing that much of the interpretation is done instantaneously, it really takes a creative mind to start with nothing and build meaning from images and words.
Taking this recent cover of GQ, I began to look at this image for deeper meaning. Besides the fact that GQ is a men's magazine and a cover featuring Jennifer Aniston (regardless of if she is clothed or not) would help sell more issues, why create this particular image? I have come up with these possible interpretations:
1) The tie (Brooks Brothers btw) is included because GQ is a men's fashion magazine. Simple enough.
2) Now for the colors of the tie. In Western culture, red has traditionally been associated with courage and love. Fitting, considering many have felt that Aniston has displayed much courage throughout the Pitt-Jolie situation. Blue has been associated with serenity and infinity. Again fitting since Aniston now claims to be at peace with everything in her life.
3) Now why is she nude. Here a nude Jen is the signifier and freedom is the signified.
Well now that that is all cleared up I don't have to be ashamed about looking at borderline porn, since it is clearly not.
I choose the title for this blog post after I had read the first two chapters of the book, and it was done for this reason: whether we are referring to one's interpretation of an image or aesthetics or taste, what we see or what we choose to see is a product of our surroundings, environment, upbringing, etc. Think Burke's terministic screens. This should not come as a surprise considering the ideas and theories that we have been introduced to in rhetorical theory, professional comm, etc. But once again, considering our interpretations are done simultaneously as we view an image, we are not aware what is influencing our interpretations, and we accept these unquestionably.
I will conclude with an "adbusting" image from an advertisement in Berlin. "Subvertising" is the act of altering an advertisement to make a statement. What message could the subvertisers be trying to convey?
Taking this recent cover of GQ, I began to look at this image for deeper meaning. Besides the fact that GQ is a men's magazine and a cover featuring Jennifer Aniston (regardless of if she is clothed or not) would help sell more issues, why create this particular image? I have come up with these possible interpretations:
1) The tie (Brooks Brothers btw) is included because GQ is a men's fashion magazine. Simple enough.
2) Now for the colors of the tie. In Western culture, red has traditionally been associated with courage and love. Fitting, considering many have felt that Aniston has displayed much courage throughout the Pitt-Jolie situation. Blue has been associated with serenity and infinity. Again fitting since Aniston now claims to be at peace with everything in her life.
3) Now why is she nude. Here a nude Jen is the signifier and freedom is the signified.
Well now that that is all cleared up I don't have to be ashamed about looking at borderline porn, since it is clearly not.
I choose the title for this blog post after I had read the first two chapters of the book, and it was done for this reason: whether we are referring to one's interpretation of an image or aesthetics or taste, what we see or what we choose to see is a product of our surroundings, environment, upbringing, etc. Think Burke's terministic screens. This should not come as a surprise considering the ideas and theories that we have been introduced to in rhetorical theory, professional comm, etc. But once again, considering our interpretations are done simultaneously as we view an image, we are not aware what is influencing our interpretations, and we accept these unquestionably.
I will conclude with an "adbusting" image from an advertisement in Berlin. "Subvertising" is the act of altering an advertisement to make a statement. What message could the subvertisers be trying to convey?
1.08.2009
Hello!
Just wanted to go ahead and get my first blog post out of the way so that I will not have any first blog jitters when it really counts. That is all for now. Over and out.
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