Lecture Three - Week 9

Lecture:

Recapping terms from brief - 

- Make connections
- Take a position
- Research in depth
- Learn something new
- Exhibit the depth of your understanding
- The photographic

As you're writing you have to take a position, you need to argue a significance as to why its meaningful.
In-depth researching, with course materials as well as other out of class sources.
Short time-frame, use a topic which you have existing knowledge on - but learn new things about this topic

Assignment 2 - 

Search, select, sequence 6-8 images
Visualise connections and relationships
Images should reflect the position you are arguing
Context is important, select images with substance

The images need to take a series and a position telling a story

1500 word text
Writing should take your reader on a journey though the sequence of images, meaning, context, relationship, position.

Advertising - 

Advertising wants to reach the widest possible audience, with a purpose to sell items.

History of photography in advertising - was once too expensive, but photographs in the 1920's photography became more popular in advertising.

Going through the stages of advertising from initial adverts and the development of the use of photography in these.

Changing in advertising - introduction of psychology and psychoanalysis into the field of advertising.
Sigmund Freud and Jacques Lacan. Demanding to be loved.

Lacanian Phychoanalysis - theories around helping people in advertising. The ideas and concepts of analysis applied though advertising.

Edward Bernays - propaganda as advertising, produced war propaganda. Believing in the power of images to sway consciousness.

As advertising goes on the consumer becomes the focus of the advertisement not the product itself.

Shifts of advertising - start of coke images to later on coke images. This is like the difference you could use in the selection of images for the essay, a progression of images over time, from then to now.

Gender constructions - men workers, men make money, men walk, men does this, women seen as sitting, to look as, revealing.

Advertising shift in the 80's middle class african american families in advertising, the acknowledgement of gay consumers as well. "Realism" - using documentary practices and signifiers of "unmeditated reality" images of daily life, constructed. Looking at the markets excluded typically.


There is two approaches, you can look at the development from one person, one brand etc or you can focus on the series and the topical ideas and use them as the underlying relation.

Post-modernism, a shift towards realism, awareness, advertising knows its an ad and makes you feel comfortable with it. Bringing things into advertising, through using famous people.

Tutorial - 

Semiotics - signs

Denotation - what it is

Connotation - associations with a sign 

How do images construct meanings which are not natural to things. 

Pates - sauce - parmesan advertisement 

Packeted ingredients mixed with fresh ingredients conveying that the ideas are 'real' and 'fresh' without any processing. 

Inside the sack as though freshly harvested from the garden

Red signifies food, makes you want to buy

Italianisity - making the advertisement feel as though pasta is Italian without any specific ties to pasta. 

Overflowing abundance, everything you always need. 

When reading image you can look at

- The coded iconic elements of the image

- Linguistic message (branding, words)

- Non-coded iconic message (The overall image, drawing on historically - borrowing historic structures?)

Images you choose cant be simply illustrations, need examples, you need to know where the images come from. Your image is the purpose, you are analysing the images, not they are analysing your topic. 

Art works - look online. 

The artists are doing the critical work. 

Write about the ways artists are discussing topics though their imagery. Examples critiquing and examples to be critiqued.. 

You should know things about the images - the context, artist, people, why, place etc. What the image is supporting and what the artist intended to be told. 

Need to be discussed in more depth. 

Critique of images - 

Look at articles and informational research then find some artist models though these forms of media. 

TO DO:

READINGS 

Go to the library look at artist model books around this topic. 

Advertising ethnicity articles critical responses to advertising, sterkin and cartwright - media studies books. - Use images from these articles. United colours of Bennetton - image