Jim Bogenrief
Critical Practice
Understanding Advertisements: Connotations and Denotations of Images/Texts
Through subliminal and direct visual messages companies use advertisements to capture the attention of an audience within a given demographic. The use of subliminal messaging and connotative imagery is imperative to the success of an ad because it indirectly appeals to the desires and ideals of that demographic. Equally important, direct messaging, which demotes logical understanding, is used to support those messages. Through the process of semiology, one is able to deconstruct an ad to better understand the connotations and denotations of the imagery and text within the advertisement.
Entrepreneur Magazine in an interesting source to find ads that appeal to business minded people. Before opening the magazine on can assume that the reader is interested in this magazine to gain insight on how to be more successful. Therefore, one can expect to find advertisements that appeal to the professional, structured and regimented individual. One ad that clearly does this is an ad for a website called WomenEntrepreneur.com. It is a full-page ad that shows a young, professional woman looking into a computer with the companies website shown on the screen. Surrounding the image is factual text providing various pieces of information.
The first thing that the eye is drawn to is the image of the woman looking into the computer screen. The background of the image is undefined, and appears to be endless. This image denotes the profile view of a young attractive woman with reddish-brown hair. She appears to be of Hispanic heritage. Her skin is a creamy brown and she has perfect complexion. Her hair is tightly pulled back and forms a bun on the back of her head. She is wearing a burgundy, business-casual long sleeve shirt with a collar. The texture of the shirt makes vertical lines. Her gaze is directed into the computer screen. The computer color is two-toned gray and not branded. It is a flat screen and is new and sleek. On the desktop are a keyboard and a mouse. The screen shows the webpage of the company, which is laid out like a newspaper. It shows a number of headlines, all of which are shown in the colors red, white and blue. The first reads, “WomenEntrepreneur is 1 Year Old!”. Another reads, “There is only one thing worse than doing nothing, and that is doing something for nothing.” The other headlines are illegible, but it does show some of the featured areas of the site: Featured Columnist, Entrepreneur Assist, Blogs, Message Boards, Franchises, Success Stories, and News & Resources.
This image connotes a number of things; first, because the woman is of Hispanic descent, one could assume that this advertisement is appealing to a young, Hispanic woman. Because she is attractive and well put together she connotes the idea of success; but not simply success, success in America. The red, white and blue text illustrated on the website connotes American patriotism. It shows that a young Hispanic woman can be involved in the American dream. But the ad also turns the idea of the American dream into reality. She appears to be successful already. The way in which she is dressed, the way her styled is hair, and fancy computer she is working on all connote wealth and success.
The information on the webpage connotes the means by which one can achieve success. The website itself highlights the success of WomenEntrepreneur.com by focusing on the headline “WomenEntrepreneur is 1 Year Old!” The other headlines and website features all are laid out as an instruction manual to success and as a source for inspiration.
After seeing the image in the center of the page the eye is drawn to the text on the top of the page. This text is written in a font similar to Helvetica, very simple yet bold. There are two brief sentences. The first states, “There are 10.4 million women business owners.” This sentence is written in red, bold lettering. The second sentence is also red lettering, but it is not bold; it reads, “And now there’s a place for them to meet.” This text occupies about one third of the layout.
Other than the obvious denotation of the text, its connotation is more subliminal. The specific area of the layout in which the text lies and the boldness of the letters within the text connotes that those two sentences are most important. The connotation behind its meaning is that with the use of their website the aspiring business woman will be linked in with Americas most successful business women. And because there are 10.4 million women who own businesses, their website will make it easy and accessible for a woman to enter a man’s business world.
The bottom quarter of the layout transitions from interactive imagery to straightforward text laid over a black background. Reading from top to bottom the viewer sees a short paragraph followed by one sentence in white contrasting text. The first paragraph forwardly states what the red bold text on the top of the layout connotes. It reads, “Welcome to WomenEntrepreneur.com, a website devoted entirely to what women business owners want and what they need. It’s a place to meet and learn from a community of experts and entrepreneurs who share your passion.” Following that statement there is one line that says, “Visit now to find support for everything you do and solutions to help you do more.” Finally, at the bottom of the page the website is listed with a tagline beneath it which states, “As focused on you as you are on your business.”. The advertisement uses repetition to help engrain the name of the website.
The connotation of this text is very straight forward, as it does not use subliminal messaging to convey its point. It appears that this portion of the ad explains the message of the image and the text at the top of the page. This text reiterates the mission of the website, to link and develop women entrepreneurs. It also connotes the idea of unity and strength in numbers. For example, it states that their website is devoted entirely to what women want and need. The word “entirely” implies that they are experts within the field. It also reassures the viewer that their website is the vehicle needed to unite the aspiring entrepreneur to a professional group of women. The word “expert” further supports that idea. It connotes professionalism and a complete understanding of the business world as it pertains to a woman.
When looking at the text as a whole the denotation is much more general and visible without actually reading and comprehending each section. Women, Entrepreneur, and WomenEntrepreneur appear throughout the advertisement eight times. Those words appear in the uppermost text once, on the computer screen three times, in the white text three times, and once above the tag line.
The words women and entrepreneur connote the name of the website. By seeing them repeated throughout the advertisement it makes their website name more memorable. The viewer only needs to see the name of the company once to recognize it, but by repeating its parts the ad forces the viewer to remember its name.
Finally, the background of the layout is white and undefined. At the top of the page a subtle gradient appears and almost unnoticeably begins to darken. This undefined background setting connotes the idea of open possibilities. If she were in an office setting that would connote the idea of confinement. An entrepreneur is not one that needs to be corralled, she is one that needs to be let loose. An aspiring entrepreneur needs opportunities to be abundant, so the open dreamy background supports the scheme of connections, and success.
With the use of semiology deconstruction of the advertisement for WomenEntrepreneur.com uncovered discrete connotations of text and imagery that were used to make the ad more successful. Additionally, understanding the denotations of all aspects of the ad made its purpose and function more clear.
Wednesday, February 25, 2009
Monday, February 9, 2009
Looking vs Seeing
"Looking is an act of choice... We only see what we look at." This quote from John Berger's "The Ways of Seeing" can be used to very precisely define the difference between looking and seeing. According to Berger, looking is a conscious effort to internalize a visual. After we have made the decision to look, the next step in comprehending that visual would be seeing it. "Seeing comes before words" (Berger p.7), seeing is our response to a visual based upon our own personal histories. For example, In the new TV series, "Lie to Me" there is a trained (educated) deception expert, Dr. Cal Lightman who has spent the majority of his life studying the natural reactions of people after they have been placed in compromising situations. He observes people and based upon what he "sees" and is able to conclude whether or not that person is being honest or not. If you had a non-educated person try to come upon the same conclusions they would not be as successful because they do not have the background to understand the significance of a lip curl, rotation of the hand, or shrug of the shoulder. Therefore, to the person who studies the significance of body twitches is able to gather different meanings from gestures based on what he/she has seen in the past. His way of seeing differs from most other people because of his history.
Additionally, an untrained individual would not even be "looking" for those small gestures so as to formulate an opinion on whether or not the subject was being truthful. An untrained individual might instinctively look into their eyes, but not know exactly what to be looking for. Part of Dr. Lightman's education was to learn to look for gestures that indicate meaning. As a constant reminder of what certain gestures mean the Dr. had photographs of different expressions posted on the wall of his office so as to be a constant reminder of how to look. The untrained observer may notice an eye twitch, or a shift in the seat, but may not internalize it and try to understand its meaning (they are unable to "see"). Without learning how to look, one is unable to see accurately. One may also argue that controversies between cultures exist because they are unable to see the importance of symbols within cultures. For example, a kirpan in our culture appear to be a weapon. But to a Sikh it is one of five article of faith that is carried with that person (and never used as a weapon). To conclude, we are all educated on what to look at and how to see what we are looking at. To be uneducated is to be uninformed, and one who is uninformed is not looking or seeing objectively.
Additionally, an untrained individual would not even be "looking" for those small gestures so as to formulate an opinion on whether or not the subject was being truthful. An untrained individual might instinctively look into their eyes, but not know exactly what to be looking for. Part of Dr. Lightman's education was to learn to look for gestures that indicate meaning. As a constant reminder of what certain gestures mean the Dr. had photographs of different expressions posted on the wall of his office so as to be a constant reminder of how to look. The untrained observer may notice an eye twitch, or a shift in the seat, but may not internalize it and try to understand its meaning (they are unable to "see"). Without learning how to look, one is unable to see accurately. One may also argue that controversies between cultures exist because they are unable to see the importance of symbols within cultures. For example, a kirpan in our culture appear to be a weapon. But to a Sikh it is one of five article of faith that is carried with that person (and never used as a weapon). To conclude, we are all educated on what to look at and how to see what we are looking at. To be uneducated is to be uninformed, and one who is uninformed is not looking or seeing objectively.
Wednesday, February 4, 2009
Obama
Jim Bogenrief
Critical Practice
Personal Reflection: Inauguration of President Barack Obama
It was 7:30 am on Tuesday, January 20th, 2009 when I was awaken by the high pitch and somewhat annoying ring of my phone. Normally, the only person who would be calling me this early would be my father, but today it was the manager of a restaurant I had recently worked at. “Jimmers!! Are you up yet? I wanted to make sure you are up and watching history in the making!” At that, without laying in bed to try to get a few more minutes of shut-eye, I was wide-awake and excited to see the dawn of a new day. The TV was on, the coffee was brewing and I was focused on the events leading up to what was possibly the most important Presidential inauguration of my lifetime.
As I sat on the couch sipping my coffee I had to prepare myself for what I was watching. If this speech was anything like any of Barack Obama’s previous addresses I was going to need a tissue. The power of his words and the conviction of his tone had never ceased to make me emotional. On this day, at this pivotal point in history, a tear was bound to fall, and it did.
The extensive series of events that lead up to the inauguration were effective in opening my eyes to the significance of this event. Watching George W. Bush walk out of the White House marked not only the end of an era of poor leadership, but more importantly the beginning of a new leadership. It was clear in the confidence of Barack’s stride that this new leadership would bring in the ideals and reality that our current nation has been thirsting for.
That confidence never faltered throughout the entirety of the event. Obama’s readiness and preparation for the position of President was evident from the beginning. He didn’t begin his speech by promising a change; he began by acknowledging the challenge that we all face with our economy. He does not point fingers; he acknowledges that we all have collectively failed to make hard choices. He states that we have entered a time to make a change, to choose a better history, and to carry forward our precious gift… and the first tear fell. He reminds us of the great country we live in, teaches us not to forget about the people throughout history who have made sacrifices to bring us to this point, and inspires us to carry on that ethic of hard work, and the strive for greatness.
President Obama has inspired me to work hard. I feel as though he has spoken to me directly and asked me to take responsibility for my role as an American. Most importantly, he has taught me the first lesson in greatness: that it must be earned. He leads by example.
Because I do not know President Obama personally, John Berger would describe this feeling of personal communication as being “seduced” by an image. The connection I feel I have made is based upon the authority figures I look up to in my own life. These people dispense advice and guidance similarly to that in which Barack did in his speech. Because of my personal experiences I feel as though I do know Barack, and that he does provide me with guidance.
Obama is an inspiration for all, he has overcome opposition and has risen to the highest and most prestigious position of power.
Visualization and Symbolism
Other than my approval of the policies that Obama plans to implement and my personal disdain for the Bush Administration, there are other factors that lead to my emotional response to the inauguration. These factors ranged from news feeds posted on Facebook, to artwork promoting Obama’s campaign, to chosen speakers at the inaugural ceremony.
The Facebook news feeds began during Obama’s campaign. The posts that stood out most were from friends of mine who shared Obama’s heritage, and therefore understood the importance of this the election on a level that I would never personally comprehend. Although, I can be taught about oppression and apartheid I will never experience the euphoria of Obama’s victory like my friend Blair, Tamara, Jason, or Mychael. Their passion was visible in the snapshots that Tamara posted while standing with Barack during his campaign, and Blair’s feeds that commended Obama’s success along the campaign trail.
Additionally, being a right brained individual I am heavily influenced by interesting artwork. This campaign brought forth so much art that it was hard not to be caught up in the underlying meaning of the red, white, and blue Shepard Fairey prints, or the home made OB-AMA posters. Television showed constant imagery of Barack, Michelle, Malia and Sasha. It became evident that this presidency meant more than the transfer of power. Barack Obama’s presidency symbolizes a new generation, hope, family, and equality, to name a few.
During the ceremony, Rev Rick Warren, Elizabeth Alexander (poet) and Aretha Franklin (singer) all symbolized the leap that we as Americans made upon electing Barack Obama for president. They all represent different aspects of the hugely important African American culture.
Now, that Barack is settling into office it is evident that people are excited about possessing a piece of history that signifies this historical event. Prints of Shepard Fairey’s artwork now hold great value, and newspapers are being purchased and preserved as collector’s items.
These various forms of visual promotion have all influenced my heightened acceptance and support for President Obama. It is because of social networking sites like Facebook that people are able to share ideas and images and further promote their thoughts concerning topics concerning this younger generation.
Critical Practice
Personal Reflection: Inauguration of President Barack Obama
It was 7:30 am on Tuesday, January 20th, 2009 when I was awaken by the high pitch and somewhat annoying ring of my phone. Normally, the only person who would be calling me this early would be my father, but today it was the manager of a restaurant I had recently worked at. “Jimmers!! Are you up yet? I wanted to make sure you are up and watching history in the making!” At that, without laying in bed to try to get a few more minutes of shut-eye, I was wide-awake and excited to see the dawn of a new day. The TV was on, the coffee was brewing and I was focused on the events leading up to what was possibly the most important Presidential inauguration of my lifetime.
As I sat on the couch sipping my coffee I had to prepare myself for what I was watching. If this speech was anything like any of Barack Obama’s previous addresses I was going to need a tissue. The power of his words and the conviction of his tone had never ceased to make me emotional. On this day, at this pivotal point in history, a tear was bound to fall, and it did.
The extensive series of events that lead up to the inauguration were effective in opening my eyes to the significance of this event. Watching George W. Bush walk out of the White House marked not only the end of an era of poor leadership, but more importantly the beginning of a new leadership. It was clear in the confidence of Barack’s stride that this new leadership would bring in the ideals and reality that our current nation has been thirsting for.
That confidence never faltered throughout the entirety of the event. Obama’s readiness and preparation for the position of President was evident from the beginning. He didn’t begin his speech by promising a change; he began by acknowledging the challenge that we all face with our economy. He does not point fingers; he acknowledges that we all have collectively failed to make hard choices. He states that we have entered a time to make a change, to choose a better history, and to carry forward our precious gift… and the first tear fell. He reminds us of the great country we live in, teaches us not to forget about the people throughout history who have made sacrifices to bring us to this point, and inspires us to carry on that ethic of hard work, and the strive for greatness.
President Obama has inspired me to work hard. I feel as though he has spoken to me directly and asked me to take responsibility for my role as an American. Most importantly, he has taught me the first lesson in greatness: that it must be earned. He leads by example.
Because I do not know President Obama personally, John Berger would describe this feeling of personal communication as being “seduced” by an image. The connection I feel I have made is based upon the authority figures I look up to in my own life. These people dispense advice and guidance similarly to that in which Barack did in his speech. Because of my personal experiences I feel as though I do know Barack, and that he does provide me with guidance.
Obama is an inspiration for all, he has overcome opposition and has risen to the highest and most prestigious position of power.
Visualization and Symbolism
Other than my approval of the policies that Obama plans to implement and my personal disdain for the Bush Administration, there are other factors that lead to my emotional response to the inauguration. These factors ranged from news feeds posted on Facebook, to artwork promoting Obama’s campaign, to chosen speakers at the inaugural ceremony.
The Facebook news feeds began during Obama’s campaign. The posts that stood out most were from friends of mine who shared Obama’s heritage, and therefore understood the importance of this the election on a level that I would never personally comprehend. Although, I can be taught about oppression and apartheid I will never experience the euphoria of Obama’s victory like my friend Blair, Tamara, Jason, or Mychael. Their passion was visible in the snapshots that Tamara posted while standing with Barack during his campaign, and Blair’s feeds that commended Obama’s success along the campaign trail.
Additionally, being a right brained individual I am heavily influenced by interesting artwork. This campaign brought forth so much art that it was hard not to be caught up in the underlying meaning of the red, white, and blue Shepard Fairey prints, or the home made OB-AMA posters. Television showed constant imagery of Barack, Michelle, Malia and Sasha. It became evident that this presidency meant more than the transfer of power. Barack Obama’s presidency symbolizes a new generation, hope, family, and equality, to name a few.
During the ceremony, Rev Rick Warren, Elizabeth Alexander (poet) and Aretha Franklin (singer) all symbolized the leap that we as Americans made upon electing Barack Obama for president. They all represent different aspects of the hugely important African American culture.
Now, that Barack is settling into office it is evident that people are excited about possessing a piece of history that signifies this historical event. Prints of Shepard Fairey’s artwork now hold great value, and newspapers are being purchased and preserved as collector’s items.
These various forms of visual promotion have all influenced my heightened acceptance and support for President Obama. It is because of social networking sites like Facebook that people are able to share ideas and images and further promote their thoughts concerning topics concerning this younger generation.
Monday, February 2, 2009
"The Ways of Seeing"
"The Ways of Seeing" provides an incredible insight on the ways in which our life experiences affect our interpretation of images. His argument is built upon the premise that, "An image is presented as a work of art, the way people look at it is affected by a whole series of learnt assumptions about art". I find this incredibly interesting because it explains very precisely the reasons that two people can be looking at the exact painting at the same time, in the same place and have completely opposite opinions or reactions to the piece.
Two years ago, I walked into the Museo De Reina Sophia in Madrid, Spain with my cousin to capture a glimpse of Picasso's Guernica. After we had spent about 20 minutes pacing the length the painting we continued on. There was discussion about the impact that the painting had on us, and as John Berger would predict we both looked at it very differently. My cousin is a history buff, and I am not one for history (I couldn't remember facts if my life depended on it!) but I am an artist. Each of us, with different backgrounds, were able to enlighten the other on why the piece was so impressive. While I learned a bit about history, I also opened her eyes to the sophistication of the composition and the use of symbols and shapes to communicate the visual points she was describing. We were both moved and inspired by the piece, but had completely different emotional reactions. This painting helped my cousin to build a visualization of her understanding of the Spanish Civil War, and it inspired me to get on the other end of the paint brush. We will both never forget the impact the painting had on our lives and equally never share the emotion it brought to us, individually.
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