Archive | December, 2011

Advertisement & Gillian Rose + Session 8/9 Notes

31 Dec

Looking at an advert and applying Gillian Rose’s theory to it.

The site(s) of the production of an object or image eg.
 How was it made? They would have been using a film camera.
         Using what methods, materials, tools, what kind of technology?
         This advert was made using HD video cameras and clearly Photoshop on the model
         How can you describe its composition?
         Is it identifiable as a particular genre? It is difficult to say what genre this type of advert is but I would mainly say its to do a with fashion.
         Who made it, where and when? Maybelline would have commissioned this advert; I assume it would have been made in a studio but also in the advert it shows the model outside but this could have been in a studio and just made to look like she was outside somewhere. When it was made? It seems to be have made in the year 2009, so quite a few years old.
Why did they make it? Who was it made for? It is made to promote their make up line to women across the world, to persuade those potential customers to go and buy this products and maybe others too. Some of it is false advertising, saying you will get flawless skin quite like the model in the advert, also showing how you can get it buy using this foundation using a golf ball.
  What else was being made at the same time? L’Oreal Match Liquid which looks like more or less the same product as Maybelline is promoting
      What was the social, cultural and technological context of its production?
2. The site of the image:
What visual effects are produced by the materials and techniques used? The model is looking flawless with apparently flawless skin but you can guess that it is overly photo shopped and she most probably wearing quality make up as well to make it look better in the advert. Also the clothes she is wearing seems to make it look even better, wearing high fashion dresses at neutral colours to go with the commercial – foundation. As well as the lighting to make it look better – to make her look better.
What are its formal qualities, for example:
 The composition or design of the image;
It is quite minimal and simple, only using a model, studio and a supposed location maybe in New York.
Its spatial organisation;
Mainly close ups to show how ‘flawless’ this foundation is.
Its content or function;
The content of this advert is to show how women with this foundation are beautiful and radiant, to emphasise this they make everything simple from the lights, clothes, minimal make up she is wearing.
The use of colour, tone, texture;
Pretty much all the colours in this advert are simple and natural.
The style of the image
How does the image relate to its social context? With adverts like these, sometimes it is more about the model and how she looks than the actual product, it doesn’t show what it actually looks like really because once you get it you clearly won’t look close to what she looks like.
3. The site of the audience:
How has it been displayed and where? The advert is made for TV but you can also see it on YouTube and probably on their website when it was made then.
How has it been circulated eg. Are there multiple copies or just one? This advert would have been mass published for all countries to see.
What viewpoint or values does it offer to its audience or consumers? It shows what perfect skin should look like, especially if you have this foundation, but it is again false advertising because no one really can look like this unless they airbrush themselves too then they might look as close.
How does it relate to other visual texts? It relates to many other brands that sell make up, perfume and also clothing.
Who is the audience? Is there more than one (eg. Lapper herself, critics and art historians –
What have they written about it, tourists, and art lovers)? The advert is mainly for women who are old enough to wear makeup and buy it.
What meanings do audiences construct and how? I think the audience who watch this advert might either believe they can if they get this product look similar to the model or once they see it they might point out their flaws they think they have because they don’t look like her, or have flawless skin.
Are these the meanings intended or preferred by the person who made it? How do we know? We can only really assume what the meaning is of this advert, they just want a powerful beautiful model to represent their product because people who will see it will want to have it if it is represented by models like that.



Session 8/9 – Post Modern Space and Time
Retro Vintage or Unoriginal and Old

Post Modernism = no hierarchy – everything is equal
No idea of a structure that says there is good and bad
Bachaus Dicta

Clothing, Cloth and Footwear rationed in the UK June 1941
The Mao suit – Doesn’t make you different from anyone else. Equal to everyone else. The suit does what it needs to do.

Scott King – Graphics and Fine Art
Dancing building – Prague – Headquarters
If everything is equal – how can me make judgements? If things aren’t categorized as good and bad

Alexander McQueen – Vivienne Westwood

Inter-textual artifact – A text that refers to another text


Session 7 Notes

16 Dec

Innocent Lost – The Politics of Looking and Making

Adbusters – Subverting advertising changing the intended message

Throughout this lecture we looked at many images to do with magazines, different orientations of the world, What we see in real life and what photographs tell us differently, Ideology of Youth, Cultural appropriation and Culture Jamming.

Looking at an image in a group, and what comes across to us:

Image 1:

  • Posed – Fashion Photography
  • Show Girl?
  • Photoshopped
  • Cabernet – American
  • Burlesque
  • Drag Queen
  • Sexual
  • Glamorous
  • Artificial
  • Show Business

Image 2 – Gabby:

  • Skin is lighter
  • Photoshopped completely
  • Image is fake
  • Fake representation of what she looks like