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Dove – love yourself – womenbrand
Unilevermanufacturer
Axe – attract women – menbrand
Sender – message - receiver
Unilevermanufacturer
Lever Bros.Margarine UnieBrooke BondRaguPond’sAqua-NetCutex Nail PolishVaselineCalvin Klein CosmeticsFabergeSuaveFinesseDegree deodorantBest FoodsBen & Jerry’sSlim FastLiptonDove Axe
Whatever you want to hear
consumer
mid 1920’s
Art deco – originated in 20’s, connoted elegance, glamour, functionality and modernity
Chrysler Building, 1928-30
Perception: (Zettl)Horizontal/VerticalAlso Known as Landscape/Portrait.Portrait more dynamic, Horiz more tranquil.Why the screeen, iPad, Kindle orientations? How does this affect how they are read?
ApplicationsGaze Tracking Heatmaps – websitehttp://www.youtube.com/watch?v=j5Pcp3iyuwkGraffiti Research Labs EyeWriterhttp://www.eyewriter.org/
Compositional ideas
• Aspect ratio• Establishing (wide) shot• MS, CU, ECU• Stable/unstable (tilt, cant)• Pull of frame edges• Direction of gaze (nose room)• Direction of motion (continuous or colliding)
Mythologies -
Barthes
One thing the process of mythologizing does … is take phenomena that are cultural and historical and suggest they are natural
Critique of the language of mass culture
The images, events, and activities that surround us express an ideology (ies) – they are sign systems
“Collective representations” – film, television shows, objects, cultural practices, and the like, are sign-systems and therefore good subjects for semiological analysis. What semiology does is allow him to make detailed analyses of the process of mystification, of myth-making, that goes on, he argues, in bourgeois (capitalist) societies.
Wrestling: ancient sport or modern spectacle?
In groups of 3Find a media object – image or short video (less than 2 min.) that reflects or defines an American myth. (what myths come to mind? Success – what defines it“typical” nuclear family constitutes happinessthe frontierwe are what we: eat, drink, wear, drive, smoke …) and prepare a short summary of your discussion about it – why you chose it, what makes it successful, how one or more compositional elements affect our understanding of the image(s), what the essence of the myth is …