Wednesday, June 29, 2011
While reading about how the media uses images from traumatic times to help the public overcome the stress, I thought of the opposite end of the spectrum and how manufactures' use images to have the public attach a particular event with a specific brand through advertising. While one is assisting in the grieving process and moving on through terrible events, the other is trying to create a bond between two ideas -- such as athletic success and Gaterade. We have all seen the commercials where the famous athletes such as the Williams sisters and Tiger Woods are sweating out Gaterade. Does this actually happen? I doubt it. But we are led to imagine that these successful athletes drink so much Geterade that they end up sweating it out when they preform. Just as we see all of the images from 9/11 and are reminded of the tragedies and atrocities that occurred, we see these athletes and are reminded of the Gaterade that they drink.
IMAGE ACTS....
Photography, Journalism, and Trauma
In my final blog I wanted to write about Zelizer and her approach to the photos of 9/11 and the Holocaust. To me when I see images of these two events I can't help but imagine the day of 9/11. Obviously I can't think back to the Holocaust because I wasn't alive then but thinking back to 9/11 it is true that the photos continued to flow in day after day. Weeks after the event I was still seeing new photos of the planes and ground zero. When I think back I remember seeing the video of the planes crashing into the world trade centers that day but it was the newspaper that continually filled me in with new photos. This point is interesting because Zelizer states on page 50, "No wonder, then, that by the end of November one poll reported that the percentage of people watching network television had dropped dramatically, while those depending on the popular press for information had tripled from the first week after the attacks." This was very true in my case even though I was young because my mom is a reader of the daily press. I didn't notice that interesting little fact until reading this article. So to go on we read that pictures play a crucial role as tools to recovery Zelizer says. I can say that by seeing so many picture of 9/11 that now when I view these images they are iconic and I do not view them the same way as I did the year of the attacks. In one way or another images stand for something. They are a part of our life and without them we would have no physical evidence of past events. They also help us to get through difficult times, alleviating trauma which allows us to move on. There are many examples of this, not only the Holocaust and 9/11. Images do a lot more than we think they do for us. It could be pictures of a wrecked car from a drunk driving accident or something else of that sort that allow us to remember an unfortunate event and assist us moving forward in our lives.
Image Acts
Just learning about this made me think more about how much images really mean and what they say without words. A picture really is worth a 1000 words.
Here is the URL to where the article is: http://www.jstor.org/pss/4140708
framing
As someone who works in local news and is very familiar with local news, I can say with confidence that it is incredibly repetitive. When you're working only with a small market, even the most breaking of news events tend to have familiar players in a familiar issue. Yet as a resident of Buffalo, NY, the first thing that comes to my mind when thinking of comparative framing of different news stories is the Blizzard of 77... and every snowstorm that has followed.
Image Acts
How many photographs have we viewed in our lives? Hundreds, if not more. I am now looking at photographs in a different perspective. Have they had a purpose all along and I am now noticing?
I agree with her viewpoint that images are very important to the evolution of language. We view images in books and on tv before we learn to talk. Images can possibly be responsible in helping us to talk.
I like how she points out that images are powerful tools that have a purpose. They can change our emotion, anger us, and even reveal things about us.
Image acts have a purpose and a reason.
Promoting Change with Image Acts
The poster above is a very famous one that most of has seen printed or on TV. You read the statement on the left then look at the Native American on the right and think for a moment what is trying to be conveyed. Then you realize that the Native American represents America before all the development and now he is looking at it realizing that it has become littered with pollution and he is sad. This is a good example of what Liza Bakewell wrote an essay on where she defined what she terms an image act. It is roughly defined as referring to activities involving images. Some images promote different behavior or reactions on a person. The photo above was widely publicized as a PSA on not to litter and it did catch my attention. Blackwell writes, “the perception of what images do, if they are perceived to do anything of import at all, is varied. The question is whether the deeds of images are good or bad, harmful or not.” (p. 25). It helped me change my behavior and understand that littering is bad, but I have no idea how the campaign as a whole helped the country.
A more subtle image with a smaller targeted audience are bumper stickers. Take a look at the bumper sticker above. You initially see a bunch of dots and maybe get closer to read what the fine print is under it which says, “if you can read this, you’re way too close”. This is an image that does promote change, but to only to drivers and requires you to break do what it does not want you to do to get the message. The dots represent Braille and for anyone to read Braille you need to touch it. For you to touch it you obviously need be very close to it. So it is the intent of the bumper sticker to keep you farther back, but it backfires and makes you get closer. Once you get the message, you normally will adjust your behavior by not following too close. The sticker did the job in telling you what it wants and you will remember it since it was so unique, but to get the message you needed to do the opposite of what it says. So in this case in comparison to what Blackwell states “the deeds of the image is good” (p. 25), but could be harmful when trying to get the message.
These are two very different examples with a very different audience and audience size, but both do convey an image that gets one to think and react based on what they see.
Tuesday, June 28, 2011
Sean Bell: A Lesson in National Maturity
http://en.wikipedia.org/wiki/Sean_Bell_shooting_incident
The abridged version is that police were investigating in an area when Mr. Bell was "suspected" of reaching for a gun in his car. He was then shot and killed.
The murder of Sean Bell has been compared to the Rodney King beatings. However, in my opinion, the Sean Bell case shows a more blatant case of police not following protocol, and yet, the backlash was not nearly as much. When the police officers were acquitted in the Rodney King trial, it gave way to the L.A. Riots. However, when the officers were acquitted in the Sean Bell murder trial (including the one officer who fired 31 shots, meaning he needed to reload his weapon, even though Bell did not have a gun) the city mourned and got a street named after Bell. It appears as though our country has matured and displayed that maturity even in the face of an unbelievable unnecessary tragedy, a time when immaturity would certainly be understandable.
Just a kid from Long Island...
After reading Blakewell's essay on how images can "do" things, I couldn't agree more. I have a particular picture that hangs above the corner where I keep all of my gym stuff, and it happens to be the same one that is hanging above this post. For those of you not familiar with the man or picture above, he is Matt Serra, former UFC Welterweight Champion. Matt, like myself, is from Long Island and I currently study Brazilian Jiu-jitsu under him. I have always planned to get my degree, but after I graduate from Villanova, I plan to pursue a career in professional MMA. I have already competed in amateur fights and I know that this is something that I love and want to continue doing. But to get good at this sport a ton of time, effort, and determination is required. As much as I love it, there are days when I want to stop; days when I weigh the pros and cons of this being a valid life choice and really have to fight to stay on path. This picture stops me dead in my tracks. At one point in time, Matt Serra was just a kid from Long Island, like me, and he progressed into one of the best mixed martial artists in the world for a time. That could be me. Will it? I'm realistic, so probably not. But seeing this picture, the picture of a shocked and excited newly crowned world champion, and one that I know personally, motivates me every single day to put as much effort into this as I can to be the best I can be. I may want to take a day off from kickboxing - until I see this picture. I may decide I'm going to half-ass it at the gym one day - until I see this picture. One simple photograph does more to keep me motivated than any pseudo-Dr. Phil motivational speaker could ever do for me. Of course knowing the back story and having a personal relationship with the person in the photo makes it mean more to me than the average person, but it also speaks to the power of what an image can do.
Blakewell & Sontag-Facebook Pictures
Facebook immediately came to mind as I read Sontag’s essay on how photography is employed and also Blakewell’s theory of image acts. Over the past few years the photo application on Facebook has changed. At first you could only upload 60 pictures per album and it was a long and tedious process, now Facebook goes as far as recognizing faces in order to tag people in pictures and an unlimited amount of pictures can be uploaded. I look at some of my friends with over 200 albums and realize that they may be sharing too much and allowing Facebook pictures to represent their every day life. I feel that I am part of some of my friends’ lives not only by viewing their statuses but with the pictures that they constantly upload. Sontag discusses the idea about how photos become evidence in a manner that we upload them to this social networking website for our friends to see what we are doing. We have evidence in a sense of what vacation, party, or sports game we attended.
I also thought of Bakewell’s essay about image acts, as some photographs uploaded to Facebook are very powerful especially today with all of the users of social networking sites. “Images can flatter, promote, benefit, and better people, just as words can. They can also fight, accuse, denounce, and harm those same people” (Blakewell, 30). With the use of Facebook, we are not using verbal words to communicate to our friends but we are using images. Blakewell discusses how images can “reveal much about who we are: our class, gender, culture, age, personality, temperament, mood, and morals” (30). With all of this being on Facebook, through the images that users upload; Facebook users may be giving away too much information and employing photography in an inappropriate manner.
Monday, June 27, 2011
The Power of an Image
Liza Blakewell, in her essay, comments on the importance of image acts. An image act is the linking of a outcome or activity in response to a certain image. Blakewell writes, "For advertisers and their clients images are powerful tools, capable of persuading you to buy something, go somewhere, and be someone (else)"(25). There is truth to Blakewell's observations. Images are powerful. They can inspire, intimidate, or even raise a revolution. Blakewell claims that images are just as important to the evolution of language as written language. And I agree with her. Blakewell writes, "...the pounding of a shoe on a tabletop at a public meeting may sometimes be the only way to capture the world's attention, a certain face the only way to launch a thousand ships, a picture the only way to say something with fewer than a thousand words"(29). These are astute observations with their own merits. Perhaps the greatest part of the essay is Blakewell's embrace of not just image acts, but speech acts as well. There is a unification of the two, "These two systems of communication, as different as they are in practice, as separate and apart they often seem, are, in fact, in cahoots"(30).
Sunday, June 26, 2011
A Permanent Threat
I am currently an intern in a newspaper here in Ecuador so it was really interesting to read Barbie Zelizer’s Photography, Journalism and Trauma. Even tough there is not a traumatic even each day, thank God, it is still a very fast passed and tense environment in which you have to act quickly and make decisions on the spot. Photographs are obviously a major part of the newspaper because they are the one thing that every single reader can understand, so it is important to know which picture will speak for itself and cause an impression. Zelizer mentioned something really important which was that it is usually hard picking the right picture to go along with the story but it is even more difficult during a crisis or trauma. And ‘it is here that historical precedent becomes relevant. In the best of cases journalism involves the application of routine practices to unpredictable circumstances.one place from which to gain directives…is from earlier events in other times and places’, this is very curious because you would never think that one crisis could resemble another in almost anything. But what she means is that even though two events can be complete different like the example she presents between 9/11 and the Holocaust, they could still resemble the template of the latter one because it was that same collective sentiment of shock and horror that you are trying to evoke through the photograph.
I think that one of the first images that comes to my mind when I think of one of the most incredible and at the same time terrifying things I had ever seen. On October 11th, 1998, the volcano Guagua Pichincha erupted, and this is a volcano that is literally in the city. Thousands of people had to be evacuated, we were at my school and we could see it, and my school is not near the volcano at all. At the next day after the huge explosion had seized, it was amazing to see the image on the covers of newspapers. I feel that it does not follow the template of the Holocaust example, but I do feel that it followed the template of 9/11 in the sense that it made this one image of the volcano iconic and made everyone bear witness the event over again. This image became iconic insofar as it is a permanent reminder of how little control we can actually have, also the power of nature and the risk of living in a city so near to an active volcano.
A more recent example is the eruption of another volcano near Quito called Tungurahua. It is the most active of the volcanoes and recently it has been having a lot of explosion, I actually saw one the other week I went to a trip near it. Every time something like this happens the images of the volcanoes become very iconic because they remind us of their power to destroy and of how much damage they can cause.
Here is a link to see the recent activity of Tungurahua:
http://www.youtube.com/watch?v=VOYxQQxscUQ&feature=related
Saturday, June 25, 2011
Thursday, June 23, 2011
For my final blog post for the class I wanted to bring attention to the way Zelizer described the photos we have all seen from September 11th and the concentration camps during the Holocaust as iconic. These photos have been in circulation for such a long time and have been seen by millions of people, each showing the tragedy of the times. Being able to recognize these photos at a glance without hesitation we are able to pinpoint when it is from and where it happened. This is exactly what makes a photo iconic but I also got to thinking about what makes other things iconic, is it: the subject? event? just repetition? artist behind the scenes? I came to the conclusion that it HAS to be a combination of all of these things because they all work hand in hand.
Invisible Adults
Wednesday, June 22, 2011
Racism
What do you think? Is it a honor or dishonor to be a mascot? How would you feel if you personally, or your race were a mascot for an University or school? How do you think it compares to animal mascots?....Just something to think about.
I think it is a honor to be remembered. And compared to animals...I don't think it could compare. I think mascots should be used symbolically for the school and community; to have some meaning or representation of who they are and what they are about. A mascot is a motivator and something to represent you and your school. I am proud to be a Lancer.
Mr. President, How Could You?
Take a look at the photo above. The president is ogling over the girl in the red dress right? Photos can be deceiving, especially still photos. With a still photo, there is no exact story being told with the photo by itself. It needs an interpreter to describe what the setting is and what the story is behind the photo. Photos and videos have a narrow viewpoint compared to being there watching it. Even being there watching it, you might see something someone else didn’t and the angle you are looking could be interpreted differently by another person. In the article from “The Trials and Tribulations of Rodney King “, Nichols writes that “no image can show intent or motivation” (p. 33). You might look at the photo above and speculate it was the intent of Obama to ogle over the girl. How did you come to that possible conclusion? You might make the following conclusions, Obama is a man and men like to gaze at pretty woman (as woman might say, men are pigs due to this behavior). He is also in the age range where he would be turned on by looking. The girl is wearing a bright red sleeveless dress, has bright curly flowing hair, has a great shape, and would catch the eye of many men. You might think, as the president, he does not have a lot of time for many private, personal encounters with his wife and in-turn is on a heightened state of awareness to a beautiful woman passing by.
This type of speculation or guessing is what Nichols defines as “algebra of probability” often referred to as “street smarts” (p. 35). “Using such an algebra requires an ability to develop and follow tacit conventions describing the boundaries of a discrete situation or event, character types, their usual behavior, the motivations and intentions governing specific encounters and their likely result” (p. 35). This “algebra of probability” can often get police into trouble when encountering a perpetrator. If the police have a shootout and fight at the end of a car chase every time the person is a black male, they will come to the conclusion that is probably going to happen this time too. Many times it does happen, but sometimes it does not and that is when cops get into trouble. Just like the photo above, guessing what happens based on your street smarts might lead you to the wrong conclusion.
With all that in mind, take a look at the video.
Still convinced that Obama was ogling? Video shows more and has audio, but the view is still small and it still needs some narration by the broadcaster. Without someone pointing anything out, would you have known to look for anything at all?
Lastly, regarding Nichols claim. Can you capture intent and motivation on camera? I say yes, as long as it does not involve a human. For a human, intent and motivation are thoughts that cannot be seen or read. Humans can also change their initial intent or motivation at the last possible moment. Animals on the other hand don’t have that switch unless something goes wrong physically with them. Take a look at the photo below. What is the intent of the cheetah? It is obvious that the cheetah intends to kill and eat the gazelle and is motivated by instinct and a hungry stomach. The cheetah is not going to chase down a gazelle for fun and it won’t stop unless he catches it or something goes physically wrong. Something like he got too tired, he broke a leg, he fell in a hole, etc. One might argue that since intent and motivation are thoughts and emotions, then humans are the only one that has them and it does not apply to the animal world. But that is a different argument to have.
Rodney King
I decided to blog about Rodney King this week. I was almost 20 when this event occurred in LA, yet can barely recall the specifics. My husband who is a few years older than I could only recall a few facts from the trial.
I found The Trials and Tribulations article very interesting. I can vaguely recall the video being shown on the news and hearing about the riots in LA. Among the many things I learned from the article, I never knew the amateur video did not record the entire event. As horrible an event it was, I found myself wanting to research the event more.
I am sure to many in 1991, it was to be a quick open and shut case, yet it wasn’t. George Holliday, a man awakened by the commotion outside his apartment taped only one and half minutes of the beating. This was surely enough evidence to prove that these LA police officers were all guilty, yet it didn’t. This certainly proves the point made in the article that no image can show intent or motivation.
I found this article interesting and informative. Good pick.
photo evidence.
From my own experience, I've watched the photo sharing application of Facebook change from good to questionable. When we were high school, and Facebook was brand new, photo albums were slow to upload and could only contain 60 pictures maximum. Most people my age didn't have their own digital cameras, so pictures were mostly limited to special events and vacations, similar to photographs in the past. Eventually, picture messaging became common, and mobile uploading began. With mobile uploads, people could document instantaneous moments whenever their cell phone was handy. Album limits were removed, and everyday events became public domain.
With these changes, it became as though events had to be photographed as evidence that you were there. If there are pictures of an event that you attended, and you weren’t tagged in any photographs, you might as well not have gone. A photographical timeline of high school and college began to emerge for all of your Facebook friends to peruse, as a glimpse into not only the special events in one’s life, but also the personal moments captured by mobile uploads.
This is something that is touched on in the article; the idea that photographs are evidence. The influence of Facebook has taken this one step further, that the pictures are an integral part of an event, and there is this visual log of everyone’s activities. Social networking sites have increasingly adapted this mobile uploading feature as it has become more widely used, through photo tweets and programs such as Instagram. There are upsides to this way of social networking as well; in the way that photographs can show actual moments instead of simply describing them, we can update our friends without words, giving them actual glimpses into our activities through photographs that we choose to share.
Projected Memory
Understanding Hirsch
Monday, June 20, 2011
Hidden Message
The Ring of Fire
Marianne Hirsch’s essay Projected Memory: Holocaust Photographs exposed a concept that was particularly interesting to me which was that of ‘postmemory’. She explains how especially camera images can capture an essence and become very ‘familiar and iconic’. Postmemory is this terms that she uses to describe when you remember an experience that maybe never actually happened to you when seeing a photograph. But it is not just is a level of remembering a certain even it is about linking it to your own experiences and maybe relating to it and to the people in the picture because in a sense you feel that you could be that person in the photograph. She mentions that sometimes these images can become so important in your life that you construct your own memories around it and in a sense they become part of you and something you experienced as well.
With the recent earthquakes in Chile and Japan I saw many pictures that made a great impact in my life and that really made me understand the point that Hirsch was explaining through postmemory. Ecuador is another country that is also on top of the Ring of Fire of the pacific, meaning that like those countries that suffered those terrible earthquakes we are too in the zone with most seismic risk in the world. We have had tragedies in the past because of this, which inevitably brought with it the eruption of several volcanoes as well. When I hear the news about the earthquakes especially the one in Chile (because it is so close), it was really shocking because it could have easily been us. When I see the faces of the people who suffered and lost everything I think about how it could have been here in Ecuador. So even though I have not lived through an earthquake I can easily sympathize with the victims of these earthquakes because it has happened here before and there is a great chance that it could happen in the future.
Sunday, June 19, 2011
Here's to Change
Ellen DeGeneres is a well known media personality and comedienne. In 1997, DeGeneres came out on public television as a lesbian. If Gross' interpretations of this subject are true, the public and media would have shunned her. Her career would have gone to waste. However, it didn't and Ellen Degeneres career thrived. She went on to have her own talk show in 2003, which is still on the air. The quote from Gross that I included above does not seem to apply to DeGeneres. Here is an openly gay woman, who has gone on to have great success. The part that makes me think Gross is wrong about the media is that the show Degeneres hosts is not defined by her sexuality, but by her personality. She is a talk show host, like any other, that discusses current issues, has guests, tells jokes, and even dances with the audience.
Saturday, June 18, 2011
Gross- Heterosexism
Gross seemed to give reasons as to why our society looks at homosexuals the way that they do. He blames mass media, like television, and movies. Gross states that “Heterosexism represents the belief that a particular complex of culturally defined sex and gender roles and responses is natural, that other configurations are unnatural-deficient, diseased or delinquent- and, again, that these differences represent a value dimension in which the ‘natural’ is the better alternative” (Gross,193). Gross brings up a solid point when he talks about how mass media outlets play a vital role is social definition for men and women. “in the absence of adequate information in their non-mediated environment, most people, gay or straight, may have little choice other to accept the narrow and negative stereotypes they encounter as being representative of gay people” (195). Heterosexism is so evident in our way of watching the media and that in itself instills the views that we have about our society and culture.
A solid example of this, as an avid Soprano’s viewer was in when Tony and the crew shot and killed Vito because he was gay. This shows a direct correlation to the power that the media has to show the “power” heterosexuals have over homosexuals. What Gross explains is that the history of homosexuals and in particular heterosexism among mass media outlets does not seem to be changing. “There surely are opportunities in the new communications order for more equitable and morally justifiable structures and practices, but I am not sure we can get there from here” (201). Our society and culture seems to stubborn about change.
Friday, June 17, 2011
I found the advertising/image ideas of Rosiland Coward and Myers quite interesting. I am sure we have all paged through fashion magazines at some point in our lives. Many of these magazines are full of advertisements for fashion, jewelry, and cologne and contain photographs of scantily clad men and woman. Many times, that may be all the advertisement contains.
I decided to search for the original advertisement of the Guess? Jeans ad from our reading. Even though the photo was shot in black and white and altered to give it hues of gold and bronze, I feel this advertisement is pushing the limits and can quite possibly be considered pornographic.
I am not a prude by any means, but a mom to 2 daughters and would have a lot of explaining to do if they were to see this advertisement in a magazine and wonder why these naked people are an ad for men’s cologne.
I assume the majority of my fellow classmates are true college aged students. I would be curious to hear what you think of this photograph.
Wednesday, June 15, 2011
Mind Bombs and Meat
This organization is PETA, an often radical animal rights advocacy group. The ad above, featuring a fully nude Roselyn Sanchez, is just one of a number of ads in PETA's "I'd rather go naked than wear fur" campaign. But why does an ad campaign such as this one, featuring such gorgeous women like Ms. Sanchez less than clothed, fail. It is because of the message behind the campaign. The campaign featured in DeLuca's essay that dealt with Soviet whaling was encouraging us to help save the whales. PETA is also trying to help save animals, but they are doing it at the expense of other people's way of life. Who are they to tell us not to wear fur? Who are they to tell us that "meat is murder?" It is a known fact that people don't like being told what to do, and people probably like being told what NOT to do even less. Furthermore, while the whaling ad and fur ads both point to an enemy, it is interesting to note who the enemies are. The Greenpeace ad points to the whalers as the enemies, the PETA ad points to...wait, what?...yep, it points to YOU. Kinda hard to get behind an advertisement that paints yourself as the villain, isn't it? So while both ads are similar in a sense, they are different in their motivation and their target, which leads me to believe that is why one succeeds and the other fails.
Mini Mind Bomb
Barthes Rhetoric of the Image- Reflection
Advertisers are constantly trying to grab the attention of a viewer. Using rhetoric theory, an advertiser will take a poster, design it in such a way so a person will stop for a moment, review it, digest it, and be influenced take action (buying a product, service, etc.). Take the ad above for instance. You might walk by this poster, glance at it and say, what is going on here. The consistently light background draws your eye to search for something. You find a spot to look and that is the center where you see a strand of hair going through some liquid. You wonder, what is the purpose of this? You seek for a definition that leads you to look for something. Normally you would look from left to right and then downward. But nothing is on the left so you see that there is a dark colored bottle in upper right with small text above it. You might step up to the poster to read what the text is that says “for thick hair”. You then realize this must be some kind of shampoo, you look at the bottle and it is. You have now have been hooked, you looked, you consumed what was being conveyed, you figured out what the hidden message is (hair shows thicker in the liquid), you discover it is Parachute shampoo, you have an ah ha moment and a “that’s cleaver” moment. That adds a feeling to the message which in turn will allow for a better memory to be created. Parachute shampoo is the linguistic piece of the photo and it is very easy to see how creative advertising ties in the photo to the linguistic messaging.
Amy Komsa June 15, 2011
"Ways of seeing are culturally imbued codes which are consistent across not only advertising images but other visual images as well such as oil painting and portraiture. This consistency in representation helps define what is “natural” to be seen and enjoyed. Cultural ways of seeing are instrumental in allowing the argument that visual images, especially advertising images, are merely “reflections” of the larger society and its social relations. "
Gender effects how the ad is “decoded”. A man may see this ad below and buy the product for he wants to attract women that look like the model, while women may see the model and feel a pressure to look like the model, because if she does not she will not attract men. In our sexually oriented world this is a very important issue.
Advertisers, or the “encoders” create their ads with a specific image in mind. They want their viewers to view this ad and think exactly what they had planned. One way in doing so is by adding speech/words to the “text” which reduces multiple meanings. In this Axe (or Lynx in the UK) you can see that the use of words on the ad has influenced how the ad is interpreted. Our culture is very sexual and this ad is used to sell their product. In fact the product itself is not even in the ad. There is a small image of the product in the bottom right hand corner. Instead you see an attractive woman’s body (no face), that is “dirty”. This visually appeals to males and they are more likely to buy this shower gel because they want girls that are “dirty” to want them to “wash them”.
People will buy Axe (Lynx) over other shower gels that do not appeal to them sexually. Will this shower gel actually help the men find situations with model girls throwing themselves at the men, probably not, but advertisers use the power of seeing to draw in costumers.
This advertisement is very similar to Haug’s argument that sexuality can be visually attached to almost any product and therefore give the product value. The half dressed girl hardly relates to the men’s body wash, but the visual sight of her in the advertisement creates a bond between a girl in a bathing suit and axe and therefore when picking out a shower gel the image may pop into the buyers head and make them want to buy this product over another. Ultimately the sellers are selling “sex” rather then their product.
Annett Kuhn states that visions of women have culturally been seen as the property of a men. Women in today’s society are objects rather then women. This women in this ad does not even have a face. She is merely a body, and the man who is using this product is able to do what he wants with her. The advertisers let this image stay ambiguous, you are not sure if she is blonde or brunette or if she is asian or Hispanic, etc. instead as the decoder you are able to imagine what you want with her.
Women are used often as sex symbols in advertisements, and whether its beer, cars, gum, jeans or anything the product is able to use the sexuality to sell the product.
representation through new words
After watching Marlon’s video about how representation was at work with the term “LIGAS” among his friends, I immediately thought of all the slang that is part of the different subcultures I’m a part of. There are so many terms that are unique to my group of friends, my group of peers, and my age/socioeconomic/gender group nationwide. These terms would have absolutely no meaning to someone outside the group, as the meaning for these linguistic symbols is exclusive to the group’s members. Those on the outside would be clueless as to what we’re talking about.
Within my sorority, a couple girls started throwing around the word “gehl" (as a sort of slang for the word “gal”) and its meaning relies on its use and who is using it. We always say it in a certain tone, and always in a sarcastic, silly way. You can refer to someone as a “silly gehl” or a “working gehl” or a “tired gehl.” But to anyone who isn’t in my sorority or my group of friends must think we’re crazy. Why are these girls saying a simple word in such a ridiculous way? The meaning of the word is within the culture. A gehl is just a girl, but its representation to our group has a certain intangible nature to it. It’s a certain kind of girl, but it only really makes sense to us. I recently found out that Gehl is an agriculture machinery company, so to alot of people, the same word has a totally different meaning. But if I were to ask my mother, who is neither in my sorority nor in the agriculture business, gehl is probably just a nonsense word.
Another example that goes a little broader is the “betch” craze thats sweeping the college-aged girl world. A “betch,” which isn’t a real word but something that we’ve put meaning on, is a certain girl, similar to a “gehl,” who is savvy and sassy and generally awesome. She puts herself first and doesn’t care who is hurt in the process. Yet this term was defined by a certain group, and is only understood by that culture. The posts on the betcheslovethissite.com website refer to a certain socioeconomic group of college girls who value certain things, and such values would have no meaning to someone outside the group. An outsider would think that betch is a misspelling of “bitch,” but it is far from that to those who have helped shape the meaning of the word.
New words and slang provide a clear indication of representation; the group that makes the word makes the meaning. These are only a could words that I'm personally familiar with; as a member of these groups, i'm inherently left out on the meaning of other new slang words, until the word gains some personal cultural value for me.
Rhetoric of the Image- Barthes
Great advertisement right here! The first thing that this image does is grab your attention to the man in the full body cast. He looks like a mummy. Then you start wondering what this ad is for. You look down, see the LaZer bike helmet symbol and look back up to the guy and realize that the top of his head is completely fine. You have to kind of smile/laugh at this one, it’s a great ad. The linguistic part of the image is short and to the point: LAZER Bike Helmets. What else needs to be said?
The most important thing about this ad, that you see a connection between the linguistic message and the visual image that the advertisement conveys. It “speaks” to us. Just like Barthes says in his chapter titled Rhetoric of the Image.
“If the image contains signs, we can be sure that in advertising these signs are full, formed with a view to the optimum reading: the advertising image is frank, or at least emphatic” (Barthes pp.33).