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Image visualization.

Advertising, as with television and all other mass media, reflects all aspects of the society in which we live. Select one advertisement that is a still image, i.e., not a commercial or a video. It can be hard copy or online. It can be recent or from the past. The ad must have more than one person in it. Choose carefully; choose one that is rich with meaning. The more interesting and complex the ad, the more there is to write about. First: Identify the product/service that is being advertised and the location (publication / website) where you found the ad, and the date on which the ad occurred. Second: Analyze specific choices made in the visualization of the ad. Some areas to think about: · Representations of bodies (age, gender, race, hair, body type, looks, style) · Representations of manner (expression, eye contact, pose) · Representations of activity (touch, body movement, positions) · Props and settings · Composition (placement or arrangement of all visual elements as a whole) *For more explanation and ideas for the areas listed above see the next page.* Third: If there is text in the ad, analyze the choice of words, their denotative (literal / dictionary) meanings, connotative (emotional and associative) meanings, and their size and placement on the page. If there is no text in the ad, why do you think that choice was made? Was that an effective choice? Fourth: Using Fowles’ “Inventory of Human Motives” (15 Ways Ads Appeal to Consumers) as listed in Chapter 10 and discussed in class, which specific appeal(s) are being used to influence the reader. Why do you think these appeals were chosen? Were the appeals successful? If so, why; if not, why not? Fifth: Attach a copy of the advertisement. ** Don’t just describe the ad, analyze the choices made.** LENGTH: 2 to 4 pages BIBLIOGRAPHY: MLA Format For information on formatting the paper, look at the assignment for the “Reflection Paper”. GRADING BASED ON: · Clear identification of the product/service, location (publication/website) & date of the ad · Detailed analysis of specific choices made in the visualization of the ad · Detailed analysis of specific choices made in the text (or lack of text) in the ad · Choices from Fowles (Inventory of Human Motives) specified and supported · Correct grammar, spelling, punctuation, sentence and paragraph structure · Correct format: title to the paper, single spaced header, double spaced body, Times New Roman 12 pt. font, 1” margins · MLA bibliography · Copy of advertisement attached Revised April 2017 VISUAL ELEMENTS: Representations of bodies: Age: What is the age of the figures in the ad meant to convey? Innocence? Wisdom? Senility? Gender: Ads very often rely on stereotyped images of masculinity and femininity. Men are “active” and “rational”, women are passive and are associated with domestic activities. Race: Again, ads often depend on stereotypes. To what extent does the ad do this? Hair: Women’s hair is often used to signify seductive beauty or narcissism. Body: Which bodies are fat (and therefore often represented as undesirable and unattractive) and which bodies are thin? Are we shown whole bodies, or does the ad show only parts of bodies? Size: Ads often indicate what is more important by making it big. Looks: Ads often trade on conventional notions of male and female beauty. Style: What do the things people are wearing represent? What does a toupee mean, or an ankle bracelet, or a baseball cap? What is this person saying by what he/she is wearing? Representations of manner: Expression: Who is shown as happy, haughty, sad and so on? What facial and other expressions are used to convey this? Why? Eye contact: Who is looking at whom (including you) and how? Are those looks submissive, coy, confrontational? Why? What is the purpose? Pose: Who is standing and who is prone? Why? Representations of activity: Touch: Who is touching what, with what effects? Body movement: Who is active and who is passive? Positional communication: What is the spatial arrangement of the figures? Who is positioned as superior and who inferior? Who is intimate with whom and how? How are they standing, sitting, squatting, and why? Props and Settings: Props: Objects in ads can be used in a way unique to a particular ad, but many ads rely on objects that have particular cultural significance. For example, eyeglasses often connote intelligence; golden light indicates tranquility, and so on. Settings: Settings range from the apparently “normal” to the supposedly “exotic”, and can also seem to be fantasies. What effects does its setting have on the ad? Thanks to Prof. Brianne Waychoff, BMCC, for this detailed and thorough list.
Advertising, as with television and all other mass media, reflects all aspects of the society in which we live. Select one advertisement that is a still image, i.e., not a commercial or a video. It can be hard copy or online. It can be recent or from the past. The ad must have more than one person in it. Choose carefully; choose one that is rich with meaning.
Assignment ID
165701
Discipline
Type
CREATED ON
22 April 2017
COMPLETED ON
23 April 2017
Price
$30
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