Part 3. Project 4. Ex 1: The Next Big Thing

In this project I am to choose an example of contemporary visual communication and answer a series of questions on it.

The piece of visual communication that I chose is an advertising poster for Australias first organic energy drink. Stangelove’s Ginger Beer.

mcleod, l. and mcleod, l. (2019). *StrangeLove Organic Energy Elixir — SOUL SOCIETY*. [online] SOUL SOCIETY. Available at: https://soulsociety.com.au/soul-goods/2013/7/1/strangelove-organic-energy-drink#.XWOtFuhKiUk= [Accessed 26 Aug. 2019].

YouTube. (2019). StrangeLove Ginger Beer TVC.. [online] Available at: https://www.youtube.com/watch?v=KMWsxRuuvGo [Accessed 26 Aug. 2019].

I chose StangeLove Ginger Beer because of the advertising campaign. The cut-out nature of the static poster reminds me of the work of the Dada artists from Part 3, Project 2 Exercise 2. When I saw the poster it made me think of someone using Dada to suit a modern generation. This made me curious about whether the company were intentionally referencing an earlier era or if it was a coincidence. This was cleared up for me the moment that I watched the YouTube TV advertisement for the same product. Using the tagline ‘the recipe we stole from old people’ makes it quite clear that they want to reference the older eras and make them relevant for the now.

What charaterises it as ‘new’? How does it fit within wider contemporary trends?

I characterise this poster as ‘new’ because of the use of colors and content. Everything on the poster is designed to make the bottle the star of the image. The colour palette complements the yellow of the liquid whilst the montage of classic art cut out images complements the bottle as opposed to distracting from it. The subject matter of plants and fruits and bees etc reflects the organic elements of the bottles ingredients. The choice to include human elements is a little harder for me to explain other than of adding aesthetic interest? The sprawled man at the bottom left hand side of the bottle and the pose of his arm draws the eye along the tag line at the bottom of the compilation. A human eye immediately draws attention from the viewer as it is a natural reaction to look at someones eyes to make a connection. The only eye available for the viewer to connect with is on the label of the bottle which makes sense. So, to answer the question a little more clearly, for me it is the chosen style of presentation of the historic items contained within the poster which make it new.

Are there any direct lines of influence from other contemporary artifacts – or historical ones?

This poster is very reminiscent of Dada art. Dada was satirical and often nonsensical whilst spreading messages on themes of anti-war. The use of pieces of classical art in juxtaposition to each other to enhance the presentation of the product reminds me of their style very strongly.

What factors will lead to your example becoming last years thing? What aspect of the design will age first? What do you think will replace it?

Advertising styles much like fashion often seem to go in cycles. I believe that the element that will lead to it aging first will be the choice of collage as a medium. I think we are due for more use of classical art paintings within advertising, we have recently peaked with the use of highly detailed photographic images and stylised futuristic shots. Despite this there seems to be a growing swell of peoples awareness of the planet, what they are eating and where resources actually come from. People are making lifestyle choices to help the planet not just for material gain. I think the pendulum will swing the other way from photographic images and we will continue to see more of classical art imagery or Photoshop originated fantasy gain prominence in advertising campaigns.

Part 3. Project 3. Ex 2: Join the Navy

In this exercise I am to look carefully at a provided image (Navy recruitment poster) and describe its literal elements. I am then to think about its implied meaning.

The poster depicts a Navy sailor straddling a giant golden torpedo in the manner of a bucking bronco. There is accompanying text ‘Join the Navy – the service for fighting men’. The sailor is in a position of exuberance, he is successfully riding the torpedo but has one arm cast jubilantly into the air.

At the time the poster was created, which I would guess to be approximately the 1920’s (from the style of the uniform) the messages of the poster would be a lot different from what they would be if such a poster were to be released this year. At the time the message of the poster would be concentrating on reinforcing the fact that the Navy were the best of the three services, that the manliest men would join the Navy to truly fight the enemy. This is signified by the sailor so skillfully riding the torpedo. The emphasis for the artist at the time would have been on depicting the sailor as a fighting man, a warrior.

If the same poster were released this year the first thought that would spring into a lot of peoples minds (mine included – so ashamed) is that they had depicted the sailor riding a massive phallic symbol. The message would still be the same, that they wanted to show the Navy men as the ultimate manly men, the only difference is the shift in cultural emphasis. Sex seems to be used in advertising a lot more now, we’re surrounded by it, so unfortunately, its one of the first things that springs to mind.

Army recruitment poster comp — Forces Network. (2019). *‘Your Army Needs You’: Army Unveils Latest Recruitment Campaign*. [online] Available at: https://www.forces.net/news/your-army-needs-you-army-unveils-latest-recruitment-campaign [Accessed 26 Aug. 2019].

Above are the latest attempts by the modern day Army to lure in recruits through its doors. What the recruitment company has attempted to focus on are the reasons why people think that they are not suitable for the army and to quash them. They have used the juxtapositioning of something detrimental like “Phone Zombies” next to an image of someone smartly dressed in uniform to create an interest for the viewer. The range of posters were intentionally created in a style reminiscent of the iconic Kitchener recruitment poster. These new images have had a mixed response. I for example, can see what angle they were attempting to work with, I can see what message the poster designers were trying to put across. A lot of people have been immediately getting offended by being labelled a ‘phone zombie’ or a ‘snowflake’ or a ‘me meme millennial’ and miss the point completely.

Part 3. Project 3. Ex 1: What does this apple mean?

For this exercise I am to use images of apples as a starting point. I am to think about what the image of an apple could represent or signify, placing recognisable images in contrast to others in order to generate new meanings or to reveal critique or satirise exisiting images and the ideas represented in those images in some way.

Magritte TheSonOfMan.jpg — En.wikipedia.org. (2019). *The Son of Man*. [online] Available at: https://en.wikipedia.org/wiki/The_Son_of_Man [Accessed 19 Aug. 2019].

In this image by Rene Magritte ‘The Son of Man’ the apple is being used as a form of disguise. Magritte is supposed to have said about this painting “… It’s something that happens constantly. Everything we see hides another thing, we always want to see what is hidden by what we see.” In this context the apple is being used to hide the face of the man and to make the viewer curious about what it is concealing.

What does this apple mean? Disguise

An Apple-gathering by Frederick Morgan - Reproduction Oil Painting — 1st-art-gallery.com. (2019). *An Apple-gathering Painting by Frederick Morgan Reproduction | 1st Art Gallery*. [online] Available at: https://www.1st-art-gallery.com/Frederick-Morgan/An-Apple-Gathering.html [Accessed 19 Aug. 2019].

In this image the apples are being used as a complimentary item of a summer scene. Collecting apples in the orchard is something which is quintessentially English, it evokes images of summer days and English summers in green fields with blue skies. In this image apples are a decorative addition.

What does this apple mean? Summer

Image result for apple religious art — Limited, A. (2019). *Stock Photo – “fine arts, religious art, Adam and Eve, “Eve with apple under the tree”, glass painting, detail, Zürich master, first half 16*. [online] Alamy. Available at: https://www.alamy.com/stock-photo-fine-arts-religious-art-adam-and-eve-eve-with-apple-under-the-tree-10879680.html [Accessed 19 Aug. 2019].

This stained glass window depicts the apple in the most traditional context used by art. Eve eating the apple from the forbidden tree in the Garden of Eden and so causing herself and Adam to be cast out is an image of temptation which is still used heavily today.

What does this apple mean? Temptation

Image result for apple iconic — Cookson, G. (2019). *The story behind Apple’s iconic logo – Hotfoot Design*. [online] Specialist Web Design and Brand Agency in Lancaster, Lancashire | Hotfoot Design. Available at: https://www.hotfootdesign.co.uk/white-space/apple-iconic-logo/ [Accessed 26 Aug. 2019].

This image of the apple is used by technology giant Apple. It is on every piece of technology they produce and has become so widely recognised that no text addition is required to make it recognisable as what it is. There are urban myths that the bite out of the apple was added in as a nod to Alan Turing who was a famous code breaker during World War Two who worked at Bletchley Park. Persecuted for being homosexual he died eating an apple infused with cyanide at the age of 41. Interestingly the article which I found this image on states that the designer actually added the bite out of the apple to stop it from looking like any other round fruit.

What does this apple mean? Technology

Image result for apple in advertising — Adsoftheworld.com. (2019). *Medical Mutual Print Advert By Wyse: Apple | Ads of the World™*. [online] Available at: https://www.adsoftheworld.com/media/print/medical_mutual_apple [Accessed 26 Aug. 2019].

This image of an apple is being used to reinforce the impression of health and wellbeing. This company is attempting to promote the angle that it a health insurer of a baseball team called the Indians. Using an apple, the subject of such phrases as “an apple a day keeps the doctor away” instantly creates the desired association in the eyes of the viewer.

What does this apple mean? Health

Part 3. Project 2. Ex 3: Film Posters

In this exercise I am to choose a film and its corresponding poster and reflect on how the image, colour, composition and typography are used to reflect the nature of the film.

This alt value should not be empty if you assign primary image — Walmart.com. (2019). *Pop Culture Graphics MOVCB41845 Fantastic Beasts & Where to Find Them Movie Poster, 11 x 17 – Walmart.com*. [online] Available at: https://www.walmart.com/ip/Fantastic-Beasts-and-Where-to-Find-Them-Movie-Poster-11-x-17/103055342 [Accessed 26 Aug. 2019].

This poster for Fantastic Beasts and Where to Find Them immediately sums up the recurring theme of the film, light into darkness.

The way that the main character is positioned on the right-hand side framed by a blaze of light against the dark gloomy backdrop of new York city illustrates the characters journey through the storyline. The body language of the character communicates that he is a modest and unassuming man, a traveller as can be seen from the briefcase. The wand in his hand has a glowing tip, an echo of the brighter light behind him and potentially hinting at its source. He is well dressed yet the building he is standing on has been ravaged by either a beast (as hinted at by the film title) or events as yet unknown. The colouring of his backdrop, bules and greys, reflects the atmosphere that the character finds in the USA, his destination. Magic is strictly regulated there, paperwork for every visitors wand permit and regulations on interactions with non-magic citizens.

The character arrives in new York from the more enlightened 1920’s England, he brings with him modern thinking, new ways of doing things and new attitudes towards many aspects of life including animals. One of the themes of the film is that he is on a quest to educate fellow human beings to better understand and live alongside animals rather than being scared/attacking them.

This film poster is reminiscent of the film City of Angels in which angels are all around us, invisible but keeping an eye on events. Within the film they are usually pictured on high rise buildings in long brown greatcoats, this is what springs to mind for me when I see this poster, the character is an angel sent to help the creatures and possibly people that he finds at his destination.

The typography links directly to the Potter franchise. It has the same basic font shape and flourishes despite the nature of the letters being a lot more organic and less jagged.

Part 4. Project 3. Ex 2

Holiday photos – for this exercise I have picked out a couple of photos from a work trip to Vegas.

Image may contain: 1 person, smiling, skyscraper, sky and outdoor

To what extent did you consider the composition, view point and lighting?

I didnt! Haha! This is an example of the kind of record photo (on a mobile phone) that I would take purely to prove I was there. I believe the reason people take their own images rather than buying a postcard is that it is a record of their trip to a certain destination, not a generic one. I like to personalise my record shots by including my own face…. In terms of composition viewpoint and lighting, my only thoughts in such shots are to try and cram as much in the frame as possible and make sure it hasnt burnt out at one end of the spectrum.

Pick out images…that take you right back there. What are the special qualities of these images?

The special qualities of this image for me are still the madness that they have built a mini New York in the middle of the Vegas strip, and the excitement on my little face 😀

Image may contain: sky, skyscraper and outdoor

To what extent did you consider the composition, view point and lighting?

This photo was taken on my Nikon DSLR with a fisheye lens through the wire netting at the top of Paris Paris (Eiffel tower shaped casino). This photo was all about composition, viewpoint and lighting. I wanted to get up as high as I could in this particular part of the Strip, the view at this point is the most varied and interesting. I wanted to experiment with light trails from the traffic, but, due to limitations at my destination, I could not take a tripod to this had to be handheld. A few of the lights are burnt out but I’m still really happy with this photo.

The composition was dictated to me by the wire netting at the top of the casino. There were only certain points in the mesh which were big enough to wedge a lens through.

In terms of the lighting, I’d timed my visit to capture the last hour of good light in the day to capture the combination of a bit of light in the sky with the building lights below. I wanted the traffic light trails as my main feature to draw the eye through the frame with their sense of movement.

Pick out images…that take you right back there. What are the special qualities of these images?

I find that the images I have to work the hardest for are the ones I remember most clearly. I’d had to hike the length of the Strip from the motel we were staying in, I’d haggled my way upstairs in the casino to get around the fee they usually charge. It was freezing (Id had to go up there early and wait out for the golden hour to kick in), I was avoiding the security man and his gentle hints that Id spent more than my polite amount of time hanging around the viewing platform, my camera bag weighed a ton and was ripping my shoulder and there was some chinese lady trying to wedge her ipad though the wire mesh next to me. At 15 minute intervals the nearby fountains of the Bellagio would set off with their music and light accompaniment and we’d all have a boogie and stay warm.

Mostly I love this photo because of the light trails, I love a good light trail!

(Here is an image of the Bellagio fountains which I took whilst I was waiting for it to get dark – they use fire, water jets and music to make incredible displays)

Part 4. Project 3. Ex 1

In this image I am to look at two images and make some notes on the differences.

The initial image of the gate with the city-scape behind it is quite restrictive. The viewer is forced to focus on what the photographer has chosen as the central component of the image as opposed to choosing our own item of interest. We are not aware of what surrounded the photographer or what other options the artist had in the creation of the image.

The cityscape in comparison if a lot more immersive. There is far more to the viewer to explore. The telephoto lens means that a lot more of the landscape has been crammed into the frame. I find images like this very interesting to explore visually, there are so many endless details to focus in on. The telephoto lens also allows the viewer to make more sense of an area and the situation in the far ground, the near ground is removed completely.

Part 4. Project 2. Ex 3

Write down how you feel about photos from your families past

Photographs are definitely a major part of everybodys lives. They are memories and records of places visited and memories shared. I completely understand why people want to save them from burning buildings.

Will this archiving be affected by the digital revolution?

Yes, archiving is evolving. Archives are now more often constructed and held online. This does have a few if diffrent pitfalls. Now people need to be aware of the need to back up the data that they dont want corrupted or lost through technological error.

Personally I am a champion of printing out the photos that mean the most to you and getting them in a frame and on the wall. Images do nothing stuck on a phone or a hard drive forever. They eneed to be seen otherwise what exactly is there point?

I went through a phase of conducting family photo shoots in exchange for extra social life money. I immediately released to my families a USB stick of all their images with no limit on how many copies they could make. I think that to limit the amount of prints someone can have of an image of their own face is shoddy and rude. Photos should be printed and displayed not hidden away or held to ransom.

A good image is a good image so i do not see a real difference in the significance of looking at them in a digital album or a physical one. My personal preference is to have a beautifully printed image up on the wall where I can see it but that is not an approach that suits everybody.

Part 4. Project 2. Ex 2

In this exercise I am to consider the argument made about the ‘mechanical’ nature of photography precluding it from being art and answer the following questions;

Does this make photography a medium uniquely suited to portraying time and the passage of time?

Photography enables the artist to portray the passage of time in ways a lot simpler and clearer than other mediums artists have access to. For example long exposure photography can physically show the passage of time through something such as a star trail or blurred movement.

In terms of displaying time, I think it is equal to any other medium. Any medium can portray time to some degree.

Can other creative art forms deal with the concept of time to the same extent?

Each medium has its own unique characteristics which it can use to portray the passing of time. I’m a fan of photography so I see it as infinitely preferable. It does not take as long to create an image, the capacity to adjust things at different stages is myriad and does not render an entire image as unusable, it’s easy to experiment with knowing that mistakes will cost you only a few minutes as opposed to hours. I guess the capacity of an art form to deal with the subject of time is limited only by the artist themselves.

Part 4. Project 2. Ex 1

In this exercise I am to look at a series of images and see if they successfully convey movement.

Derek Trillo – Passing Place

This image successfully depicts movement through the blurred nature of the two people on the stairs.

Harold Edgerton – Bullet and Apple

This image successfully depicts movement by freezing in time the moment when a bullet passes through the apple. The entrance and exit wounds on the apple are still dynamically evolving and this is what gives the sense of motion.

Harold Edgerton – Multiflash tennis serve

This sense of movement is achieved by using a burst flash with a longer shutter speed. This has enabled the full motion to be captured by the camera.

Collections.lacma.org. (2019). *Cousin Bichonnade in flight | LACMA Collections*. [online] Available at: https://collections.lacma.org/node/205484 [Accessed 20 Aug. 2019].

This image is called ‘Cousin Bichonnade in Flight’ by Lartigue. It is the action of the character, her positioning and obvious dynamic movement that shows us movement here. There is no way she could be in that position without having leapt down the stairs.

Part 4. Research Point: Gareth Dent ‘Dealing with the flood’

In this exercise I am to read an essay on http://www.weareoca.com. I am then to answer a series of questions.

On accessing the OCA website I found the only article entitled ‘Dealing with the flood’ was by a Genevieve Sioka.

The Open College of the Arts. (2019). Dealing with the flood… – We Are OCA. [online] Available at: https://www.oca.ac.uk/weareoca/photography/people-are-hungry-for-stories [Accessed 20 Aug. 2019].

If you use social media spend a few minutes reflecting on how you use photography within it, particularly if you engage in photography in other contexts as well.

I love photography. I take a lot of photos mostly just for my own pleasure. I use Facebook for photo storage, this ranges from photographs of my Uni work as a backup to holiday snaps. In terms of the general photography I choose to upload to Facebook, it’s all just pictures of record, social snaps or cool things I saw on holiday.

I also use Instagram. To Instagram I upload all my more arty photos which Im proud of. These are images whose primary concern is to please the eye, not record things or to immortalise people pulling faces.

What is the purpose of the photographs that you post on Facebook or send via Instagram? Do you stick to ‘social’ photos or would you disseminate something more considered or ‘artistic’ by the same route?

As previously mentioned, I use Facebook for social snaps and holiday photos. The only reason I have arty photos on there is to use the free file storage space as an online backup. Instagram is supposed to be all about the photos, photos on there are supposed to be about the art as far as Im concerned. The quality content of Instagram has declined rapidly since Facebook brought it and enabled people to share their Facebook picture posts directly onto Instagram too….this comes to a peak in September with the back to school photos. Instagram is supposed to be for stunning sunsets not pictures of peoples kids in school uniform…I frequently have social media friend culls…I dont know if thats obvious…

Does social media devalue or democratise photography?

Facebook ruins lives. Its ruined peoples attention spans and it ruins every good app it purchases. Whilst I would not say that it devalues photography, it cant, a great photo is a great photo, it does ruin the quality of previously artistic minded resources because people are morons and upload pictures of any old crap. I’m quite happy to see a bad photo of for example, a sunset, but I do not give a flying toot what you had for dinner and I certainly dont want to see photographs of it.

The Internet in general makes great photography more widely available and that is a fantastic thing. In a sense I guess that is democratising it? So, to answer the question, social media does not (in my opinion) devalue or democratise phtoography.

Are you contributing to ‘the flood’ and is this a good or a bad thing?

I am definetley contributing to the flood and I love it. I upload photos that I consider to be of quality and worth sharing and I choose the places that they go with care. My Facebook is full of general crap and things that I want to show off about, my Instagram is full of images I care about, if people dont like that then they are very welcome to block me! 😀